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Video consumption has reached its tipping point. According to a new study, U.S. consumers under 45 years of age spend even amounts of time consuming both digital video and television.Millward Brown’s study, “Ad Reaction: Video Creative in a Digital World,” found that while older generations may be more reluctant to move away from cable television, their younger counterparts have no problem doing so.
Individuals between ages 16 and 45 spent a little over three hours every day watching online video. Half of that is through smart TVs, but 45 minutes are spent on smartphones, on average, with desktop and tablets claiming the rest of the share.
This behavior isn’t limited just to the United States. Online consumption was even higher in some foreign countries, with Nigeria leading all other countries in online consumption.
Millward Brown points out that the trend is forcing brands to reconsider how video is targeted as a marketing medium, highlighting the differences and challenges between online and traditional TV. By now, it’s clear there’s no turning around: Online video is going to replace television....
By now, it's clear there's no turning around: Online video is going to replace television. A new study reinforces the major shift. Must-read! 9.5/10