2016 a ‘pivotal’ year for premium video consumption | Online Video | News | Rapid TV News
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After a period of growth for online, video consumption has shifted away from the computer screen and back to the TV set, marking what could be a landmark year for video, according to research from FreeWheel.

freewheel 22 march 2017In the premium video ad management company’s latest Video Monetisation Report, FreeWheel found that at the end of Q4 2016, total video content views rose by 26% from the same period in the previous year, with ad views up by 24%, making 2016 the sixth consecutive year of growth. Moreover, thanks to the growth of over-the-top (OTT) and set-top-box-based video-on-demand (VOD) services, video consumption has shifted away from the computer screen and back to the TV set.

The research also noted that huge global events such as the Rio 2016 Olympics and the US elections boosted viewership, and were also linked to a general growth of popularity in live video content, although this was not replicated in Europe, where the format only accounted for 3% of views. News and sport content enjoyed major growth in the US, and entertainment was still king across Europe, with 93% of ad views based around this content, as opposed to 46% in the US.

FreeWheel found that smartphone and OTT infrastructures were now at levels of critical adoption and broadband technology supporting quality video experiences across platforms and throughout consumers’ lives. The company advised that as people spend more time every day with video, it is becoming an essential tool for digital publishers to build audiences and keep them engaged in an increasingly competitive landscape.

The Video Monetisation Report also found that even though most ad views were recorded on desktops and laptops – 34% in the US and 31% in Europe – other devices are catching up, particularly OTT, with 27% of views in the US and 24% in Europe. Viewing on tablets proved particularly popular in Europe, with 20% of ad views recorded on these devices, as opposed to just 8% in the US.