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September 6, 2018
74% of all HH’s Subscribe to Cable, Satellite or Telco
(MVPD – Multi Video Program Distribution*)
12% of all HH’s are OTA HHs – Households that receive broadcast network signals using an antennae. These HH’s also access OTT content through vMVPD’s
3% of all HH’s subscribe to vMVPD’s Sling TV, Playstation Vue or DirecTV Now that deliver aggregated live, linear networks and on-demand content similar to traditional multi-channel offering for a monthly subscription
11% of all HH’s are OTT-Only HHs which means Internet delivery using OTT devices such as Smart TV & Game Console ie: Netflix, YouTube
OTT/TVE viewing combines the power of digital advertising with the premium content of traditional television, creating one of the most compelling environments for viewers to engage with both content and the advertiser’s message.
OTT allows marketers to reach viewers who are harder to find on traditional TV, including affluent millennials and cord cutters. The median OTT viewer is 23 years younger than TV viewers, and their median household income is nearly $10k higher per year than traditional TV households.
Over one-third of OTT visits are over an hour long and viewers complete 98% of all premium video ads.
OTT campaigns produce a greater lift in brand awareness and favorability than desktop and mobile according to a recent Hulu study, demonstrating the engaged OTT viewing environment is more conducive to promoting brands than other digital channels.
Advertisers should not be concerned that OTT audiences overlap with people they’re reaching through linear buys. In reality, OTT has compensated for a large part of the primetime TV ratings decline, replacing traditional television for many viewers. We found that viewers treat OTT devices just like traditional television – they watch a large amount of live streamed content and tune in mostly during the popular, primetime TV hours. Therefore, marketers who only advertise through linear TV spots would miss out on these OTT audiences, who are watching the same content during the same time period, but on a different platform.
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