NEWS21 April 2015

Increase in content streaming driven by ‘better ad experience’

US — Shift in TV viewing habits from traditional TV to content streaming is linked in part to a preference for fewer, less intrusive adverts, according to research from the Interactive Advertising Bureau (IAB).

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The study from IAB revealed that one in three adult Americans owns either a smart TV or a device that streams video to their TV, and 38% of those individuals spend at least 50% of their viewing time streaming video to their TV.

Half of connected TV owners said they were more likely to stream content than watch traditional TV as there are fewer adverts, and 40% said they feel that ads on these platforms are less intrusive than standard TV ads.

The report, based on a survey of 651 US adults conducted by Vision Critical on behalf of the IAB, also revealed that 78% of US adults simultaneously use another device while watching TV: browsing the internet is the most popular activity across devices and smartphones are the predominant second screen.

The full report can be accessed here.