Rush to cord-cutting, online video exaggerated claims VAB study | Media Analysis | Business
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Insights-driven research company VAB has published a new report that it says examines and then debunks commonly held beliefs about video viewing, in particular what it says common misconceptions regarding the perceived rush away from traditional TV in the US.
SES sersat lifestyle 19June2019 landsc
In the new guide, A Culture of Extremes: Exposing the Myths About Video Viewing Behaviour, VAB deconstructs what it calls 15 commonly held video viewing myths with ‘credible’ statistics from verified sources in order to equip brand marketers and agency professionals with accurate data about US. video viewing behaviour. It includes those relating to cord cutting; time spent viewing video via linear TV compared to viewing using a variety of internet connected devices; younger audiences' viewing behaviour; as well as some common misconceptions about cinema and US film goers.

The principal myth debunked is that everyone is cutting the cord and moving away from cable for other video substitutes and subscription, yet VAB says that the reality is the vast majority of US households today have a multichannel video programming distributor (MVPD) subscription (82 million) and it's is still by far the leading video distribution access point for consumers, followed by over-the-air (OTA) -only delivery (18.4 million); over the top (OTT) -only (16.4 million); and virtual MVPD delivery (9.3 million). VAB noted that in 2020, projections estimate there will be four times more households with MVPD subscriptions (78.8 million) than OTT-only households (18.3 million) and seven times more than virtual MVPD households (10.8 million).

VAB also took to task the perception that ‘everyone’ was spending more of their time on platforms like Facebook and YouTube than ad-supported, multiscreen TV. According to VAB's analysis, there were seven times more people aged over 18 years watching ad-supported TV content than there were on YouTube and 13 times more people aged over 18 years watching ad-supported TV content than are on Facebook in any given minute. VAB added that social media platforms Instagram and Snapchat both have significantly smaller audiences than ad-supported TV in any given minute, reaching only 999,000 and 715,000 people aged over 18 years respectively, compared with over 34 million for multiscreen TV.

The proposition that nobody under 35 watches linear TV anymore because they are living on subscription video-on-demand (SVOD) platforms, digital sites and social media was challenged with the revelation that in the first quarter of 2019, half of video consumption by adults 18-34 years of age was through linear TV, accounting for nearly two hours per day, with live TV accounting for 44% of total video viewing.

The report also found that the time spent by adults 18-34 years viewing video on internet connected devices and gaming consoles is 20% and 14% respectively. The research viewed that at any given minute, there were over 1.5 times more adults 18–34 years watching ad-supported TV, more than 3.8 million, than were on YouTube (2.5 million) and five times more adults 18-34 years watching ad-supported TV content than are on Facebook (724,000).

VAB stressed that the reality is the vast majority of TV viewing across all major demographic groups is watched live (85-89%). Time-shifted TV viewing audiences were significantly smaller than those watching live.

“Too often, advertising, media and marketing industry professionals perpetuate false beliefs that can quickly become distorted, unsubstantiated claims about video consumption,” said Danielle DeLauro, VAB's executive vice president. “VAB's Culture of Extremes is designed to foster more fact-based dialogue among brand marketers and their agencies, as well as simplify the complexity inherent in today's video advertising industry.”