Viewers Prefer Watching Video Content Online Versus TV Broadcasts
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[Report] Viewers Prefer Watching Video Content Online Versus TV Broadcasts

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Users are flocking to video content online and eschewing traditional television broadcasts, according to a report conducted by Adroit Digital.

The company reports that in a viewer survey, 68 percent consume video from YouTube, while 51 percent watch live television broadcasts. Forty-nine percent also consume content from Netflix.

Other findings include:

  • Viewers are ready to cut ties with cable TV. Sixty-three percent of respondents said they would cancel their cable subscriptions if they found an online provider that could meet their broadcast-TV viewing needs.
  • For many, on-demand video trumps live broadcast television. More than one third of viewers report that they consume the majority of their videos on-demand.
  • TVs are turning into monitors. Nearly 60 percent of respondents feel their TV sets are transforming into overgrown monitors for self-selected video content.
  • Short, product-oriented ads are better than text-based ones. Sixty-eight percent of viewers say they would be more heavily influenced by a short video than a written ad when seeking information about new products.
  • Instructional videos are better than text-based approaches. More than 60 percent of respondents prefer to get their instructional information from videos than from text-based sources.

Digital video consumption is growing across all devices, including mobile phones, tablets, PCs, and video streamed through TVs, according to eMarketer’s US Digital Media Usage report. The report predicts that digital video viewership will grow to 190.6 million viewers in 2014, up 4.4 percent from 2013.

The increase in video consumption is changing the face of content marketing. In March, Skyword reported the rise of branded video views, adding that as businesses seek long-term content strategies that offer strong returns on investment, the long shelf life of video makes the medium appealing.

The Adroit Digital study suggests that users will appreciate brands that offer engaging videos versus text-only options when it comes to product information or how to accomplish something. Given the upward trend of digital consumption, video-content marketing will be an important part of an overall content marketing strategy.

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