The OTT Audience
The OTT landscape is now a prevailing force in today's video viewing environment. A new report from FreeWheel gives us a closer look into the viewing habits of OTT viewers nationwide.
Lets quickly compare OTT to linear television. First of all, the OTT viewing audience is significantly younger than the linear TV audience by about 23 years. On top of that, OTT streaming households tend to be more affluent than traditional TV households by about $10,000 more per year.
OTT services provide marketers and advertisers with a highly targetable and engaged audience, compared to other viewing formats. Consumers are granted a customizable viewing experience when they chose to stream content.
“New sources of premium inventory coupled with the ability to align delivery with changing consumption habits allows us to better connect with the consumer and ultimately drive more brand value for our client,” said Jon Anselmo, president at Omnicom Media Group.
OTT viewers, on average, complete up to 98% of video ads as compared to ad completion rates on other devices, according to FreeWheel. The chart to the right illustrates ad completion rates by device platform.
The graph shows that OTT viewers are spending more time tuned into their streaming content. Chances are, they're seeing the majority of those ads. You can see that approximately 36% of OTT viewership is for visits of at least 60 minutes (and of that time, 60% is spent streaming live content). With all that said, it comes as no surprise that OTT viewers showed higher levels of brand awareness and brand favorability compared to desktop and mobile users.
FreeWheel also concluded that OTT viewers tend to stream TV throughout the day. You can see the streaming peaks in the chart below. Streaming begins to peak slightly in the morning hours (think morning news reports) and again there is a heavy peak during prime time. There is, however, one small final peak in late night in which gaming consoles take the lead.
These metrics could prove to be useful for advertisers, marketers and publishers alike- giving insight into who is using OTT, when its often used and share of ad views per device group. Feel free to check out FreeWheelTV to read more about these metrics.
Lets quickly compare OTT to linear television. First of all, the OTT viewing audience is significantly younger than the linear TV audience by about 23 years. On top of that, OTT streaming households tend to be more affluent than traditional TV households by about $10,000 more per year.
OTT services provide marketers and advertisers with a highly targetable and engaged audience, compared to other viewing formats. Consumers are granted a customizable viewing experience when they chose to stream content.
“New sources of premium inventory coupled with the ability to align delivery with changing consumption habits allows us to better connect with the consumer and ultimately drive more brand value for our client,” said Jon Anselmo, president at Omnicom Media Group.
OTT viewers, on average, complete up to 98% of video ads as compared to ad completion rates on other devices, according to FreeWheel. The chart to the right illustrates ad completion rates by device platform.
The graph shows that OTT viewers are spending more time tuned into their streaming content. Chances are, they're seeing the majority of those ads. You can see that approximately 36% of OTT viewership is for visits of at least 60 minutes (and of that time, 60% is spent streaming live content). With all that said, it comes as no surprise that OTT viewers showed higher levels of brand awareness and brand favorability compared to desktop and mobile users.
FreeWheel also concluded that OTT viewers tend to stream TV throughout the day. You can see the streaming peaks in the chart below. Streaming begins to peak slightly in the morning hours (think morning news reports) and again there is a heavy peak during prime time. There is, however, one small final peak in late night in which gaming consoles take the lead.
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