IAB Reports Nearly A Quarter Of U.S. Adult Population Watches Original Digital Video

The number of people watching original digital video content continues to grow, up 13 percent over last year.

According to a the IAB’s 2015 Original Digital Video Study, 24 percent of the U.S. adult population watches original digital video programming at least once a month. Of the 59 million U.S. adults watching digital video content (7 million more than last year), 17 million are Millennials (18 to 34 year olds).

Polling more than 1,900 consumers on their digital video viewing behaviors, the research found “young cord-cutters and cord-nevers” (consumers not watching traditional television programming) are two-times as likely as the rest of the population to watch original digital video.

“Fifty-three percent of cord-cutters and 63-percent of cord-nevers see this type of programming [original digital video] as ‘very’ or ‘somewhat’ important in their decision not to have pay TV,” says the IAB. The report also claims 43 percent of original digital video viewers find video ads to be ‘more interesting’ or ‘fun.’

When it comes to how audiences are consuming original digital video content, 56 percent are streaming content on a connected TV, 56 percent on smartphones and 48 percent on tablets. Seventy-two percent are watching content on their computers.

“Brands and media buyers need to be aware not only of the growth in popularity of original digital video, but also recognize the variety of screens where this content is consumed,” says IAB’s senior vice president of research, analytics and measurement Sherrill Mane.

The survey also asked consumers how they found original digital content, with 53 percent claiming word-of-mouth and 42 percent attributing their discovery process to social media – up from 24 percent in 2013.

Twitter and Facebook engagement with original digital video by viewers has increased 10 percentage points since last year, with 55 percent of viewers claiming to have more social media interactions related to digital programing than traditional TV programming.

The full report can be downloaded on IAB’s website: 2015 Original Digital Video Study.