Since 2010, traditional TV consumption has risen by 1%, while digital video consumption has risen a startling 900% according to eMarketer. This meteoric rise in digital video viewing will have a lasting effect on how advertisers reach consumers across various video channels and devices. Their efforts will be aided by new video advertising technologies, which are creating new and more efficient ways to connect with audiences in the digital era.

Recently, Adroit Digital conducted a study to gain insight on how consumers are interacting with online video content and advertising. Based on a random sample of over 2,000 US digital content viewers ages 18 or older, the study delivered interesting insights aimed at helping agencies and brands evaluate their current video strategy.


Key Findings:

  • 63% of respondents were willing to cancel their broadcast TV subscription if an online provider met their viewing needs. Men tended to be more likely (67%) than women (57%). This percentage decreased with the older demographics.
  • 28% of respondents indicated they consume fifteen or more hours of online or streamed video content weekly. Men and women ages 35-44 make up the largest segment of these “power watchers.”
  • The majority (68%) of respondents are more likely to be influenced by a short video than a text-based ad when seeking product information. Men (70%) were slightly more likely than women (64%). Younger adults (72%) are also more likely to be influenced than compared to those 45 and over (62%)
  • 51% of all respondents indicated that when watching a 30-minute recorded or on-demand program, they are more likely to watch the entire program (including commercials) than not.
  • 56% of respondents claimed to skip online video ads most of the time. 20%, however, indicated that they don’t ordinarily skip video ads. 24% let the content of the ad itself determine whether or not they will skip.
  • 46% of respondents believe 15 seconds is the optimal video length, while 35% indicated the optimal length to be between 15 and 30 seconds. The minority (19% believed 31 seconds or over was the optimal length for video ads.


The full study and be viewed here.