FreeWheel Finds That in a Decade of Change, Viewing Has Come Back to the Living Room
March 29 2021 - 9:30AM
Business Wire
FreeWheel’s 10th anniversary U.S. Video
Marketplace Report reveals massive increase in non-desktop ad
views, led by connected TV
Report also finds that in H2 2020, overall ad
views increased by 57% compared to the prior year
Today, FreeWheel, A Comcast Company, released the 10th
anniversary edition of its U.S. Video Marketplace Report, an
industry benchmark research initiative that explores industry
viewership trends. The analysis showed that as people’s consumption
of media has fragmented across devices over the past 10 years, many
have returned to the living room to watch connected TV.
This special edition of the U.S. Video Marketplace Report
features a timeline of events that have shaped TV’s last decade of
growth, drawing on data and observations from past issues to
highlight the transformative moments of the last 10 years and
contrasting the history with data from the second half of 2020.
“We’ve observed enormous changes in the TV industry over the
past decade, making it critical that marketers stay on top of
trends in distribution, monetization, audience behavior and ad
experience,” said Dave Clark, General Manager, FreeWheel. “For the
past 10 years, the Video Marketplace Report has become a trusted
source for data, context and commentary into these changes. In
observing this time frame, the big story has been fragmentation,
but ironically, fragmentation of video viewing has brought viewers
back to their living rooms as connected TV continues to lead the
pack.”
The report reveals just how much consumers have embraced their
connected devices to view premium content and how the device of
choice has evolved over time as distribution has changed. According
to the analysis, in Q4 2012, 12% of video views were on devices
other than laptops. In comparison, in 2H 2020, non-desktop devices
made up 84% of ad views – a 7x increase in share. Connected TV
(CTV) has played prominently into this shift, as consumers have
moved back to the living room to consume TV. CTV now makes up 62%
of all measured ad views, with Roku and Fire TV contributing 72% of
ad views (43% and 29% respectively).
Looking back 10 years to the growth in adoption of TV Everywhere
in 2011, the report shows how content – and, therefore ad views –
have spread across devices: In H2 2020, TV Everywhere (TVE) made up
40% of ad views, while streaming was not far behind at 38% of ad
views measured. Meanwhile, ad views continue to soar: The report
found that in H2 2020, overall ad views increased by 57% when
compared to H2 2019.
The report looked at the journey of programmatic advertising, as
marketers have sought to streamline their tech stacks and find
greater efficiencies in media buying. In 2015, programmatic was
just starting to gain traction in the video space. Today, that
amount of programmatic transactions has exploded, accounting for
24% of premium video ad views in H2 2020. The use of audience
targeting has also accelerated, comprising 91% of ad views, split
evenly between demo and behavioral segments.
The Video Marketplace Report concludes with a look ahead to the
next 10 years, predicting the continued growth of smart TVs, the
acceleration and scaling of direct-to-consumer streaming services,
the growth of live streaming and the path towards a programmatic
future.
To read the full report, visit here.
About FreeWheel
FreeWheel, A Comcast Company, empowers all segments of The New
TV Ecosystem. We are structured to provide the full breadth of
solutions the advertising industry needs to achieve their goals. We
provide the technology, data enablement, and convergent
marketplaces required to ensure buyers and sellers can transact
across all screens, across all data types, and all sales channels,
in order to ensure the ultimate goal – results for marketers.
With offices in New York, San Francisco, Chicago, London, Paris,
Beijing, and across the globe, FreeWheel, A Comcast Company, stands
to advocate for the entire industry through the FreeWheel Council
for Premium Video. For more information, please visit
freewheel.com, and follow us on Twitter and LinkedIn.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20210329005080/en/
Media: Elaine Wong, 929-388-9098
elaine_wong@comcast.com
Comcast (NASDAQ:CMCSA)
Historical Stock Chart
From Mar 2024 to Apr 2024
Comcast (NASDAQ:CMCSA)
Historical Stock Chart
From Apr 2023 to Apr 2024