With OTT services like Netflix, Hulu and Amazon providing hundreds of TV show options, marketers may be worrying about how to switch up their advertising strategy. But new research from the Video Advertising Bureau (VAB) shows that live TV is still king, with the majority of viewers watching their favorite programs live, rather than time-shifting, or watching them after they’ve already aired.
The report also found that 81 percent of viewers who binge video-on-demand (VOD) programming say they can view it at a time that is convenient for them. As a result, VOD ad impressions increased nearly fourfold, to 23.3 billion in 2017 from 6.3 billion in 2014.
“While live TV remains the first choice for TV viewing regardless of time of day, it’s clear consumers enjoy custom designing their viewing experience to access more content, catch up on missed episodes and binge-watch at their convenience,” said Sean Cunningham, president and CEO, VAB. “[The research proves] TV isn’t going away—it’s everywhere.”