New Study Says YouTube Is More Popular Than Live TV

/ Jul 1, 2014

Ipad_Views

How the rise of online video will impact television has become a subject of hot debate. Now, a new study from Adroit Digital called “Online Video: Look Who’s Watching Now” sought to address this by surveying a random sample of US consumers of 18 years and older on how they watch online video and advertising content versus what’s broadcasted on TV.

Conducted in April of this year, the study yielded 2,000 completed surveys and found that YouTube beats out live television when it comes to sources most used to watch video content. 68% of those surveyed said they turned to YouTube for watching videos while only 51% indicated live TV as their viewing hub. Netflix didn’t fall far behind with 49% of the vote.

Screen Shot 2014-07-01 at 4.23.13 PM

As far as ads are concerned, people might imagine skipping to be the trend when given the opportunity on digital viewing platforms. They would be partially correct, in that 56% of all survey respondents said they skipped internet video ads most of the time. However, 20% said they usually don’t skip such ads, while another 24% explained it depend on the advertisement itself. Perhaps compelling video does go a long way when it comes to digital ads, which could be great news for brands making a push toward strong creative teams.

Screen Shot 2014-07-01 at 4.35.43 PM

In some more bad news for television, it appears that a majority (63%) would say goodbye to cable if an online provider, like the controversial Aereo, could fill their broadcast TV needs. Furthermore, a majority of those surveyed also felt that their TV monitors were becoming more or less a place for them to stream content from the internet or devices like Roku, at 59%, rather than a place to view live TV.

The study also indicates that advertisements fare better when they exist in video form. Consumers pay attention to short, branded videos significantly more than they do text-based ads, with 68% citing the former as more influential.

Overall, Adroit Digital’s study seems to place digital and broadcast viewing on a similar plane, calling all screens more or less equal in today’s universe of video content. Brands will have to catch up, allocating their budgets to TV and digital marketing accordingly. The major brand presence at VidCon may be an indicator that they’re doing just that.

Tags: , , , , , , ,


facebook-thumbs-down

Facebook Says It’s Sorry It Vastly Overestimated Video...

 
craig-piligian-pilgrim-media-group

Pilgrim Media Group CEO Craig Piligian (‘The...

 
youtube-heroes-for-change

Heroes or Rats?: YouTube Unveils New Program for Creators Who...

 
Vessel says it's doing well in its first month

Why Verizon is Pursuing Vessel, the...

 
Industry Tickets Selling Fast!
Click above to lock in your registration for VidCon 2015!
 
jared-feldman-and-sam-hui-ph-d-at-the-2014-canvs-launch

How Canvs Media is Harvesting Emotional Insights on YouTube,...

 
marlon-wayans

Marlon Wayans Getting ‘Naked’ for Netflix with Regina Hall

 
huffpost-ryot-aol

HuffPost RYOT Launching Virtual Reality Comedy Series and News...

 
youtube-vote-irl

YouTube Launches #voteIRL Campaign Targeting Digital-First Generation

 
tyler-oakley-camp17

How Top YouTubers (incl. Tyler Oakley & Meghan Rienks)...

 
charlie-sheen-anger-management

Charlie Sheen to Star in Crackle Feature ‘Mad Families’

 
filmbuff_videoink_300x250

Gunpowder & Sky Buys Distributor FilmBuff As Vision for...

 
toy-freaks-youtube

Toy Freaks Top Viewed YouTube Channel in August According to...

 
jeffrey-tambor-transparent-amazon

Emmy Wrap-Up 2016: Jeffrey Tambor (‘Transparent’)...

 
Twitter

Twitter Scores 2.1 Million Viewers for Thursday Night Footall Kickoff

 
youtube-sad-face-error

Vloggers Not Unique Snowflakes: 90 Million Flag YouTube Videos...

 
Mode Media

‘Billion Dollar Startup’ Mode Media Shuts Down

 
raised-firsts-branded-tv

Who Is Winning The Marketing Revolution And Why?

 
shes-gotta-have-it

Netflix Orders ‘She’s Gotta Have It’ Series...

 
swedish-dicks-peter-stormare-keanue-reeves-viaplay

What Is ‘Swedish Dicks’ and Who Is Selling It?

 
seamlessly-she-monica-potter-aol-partner-studio-gmc-acadia

How GMC is Using the AOL Series ‘Seamlessly She’...

 
Netflix_new

Liberty Global to Put Netflix on Set-Top Boxes in 30 Countries

 
vincent-cacace-vertebrae

Getting to the Spine of VR’s Monetization Challenges with...

 
meredith_brandfront_videoink_300x250

Meredith Hosted Its Own “Front” Stacked with 20 New Series

 
complex-networks-hearst-verizon

Verizon and Hearst Move RatedRed.com and Seriously.TV Under...

 
Twitter

Twitter Launches Live Streaming Apps for Amazon Fire, Apple TV...

 
YouTube Community

YouTube Fights Back Against Social Media Rivals with Community Feature

 
Casual Hulu

Vimeo Opening Television Store with Lionsgate Content, Launching...

 
A Perfect Day in LA Tastemade Jaunt VR Virtual Reality

From Donuts to Malibu, Tastemade and Jaunt Get Immersive in...

 
Defy Media

Defy Media Close $70 Million Series B Funding Round

 
YouTube Space LA Halloween Set 2016

YouTube Spaces Team with Jason Blum (‘The Purge’)...

 
Yahoo Esports

‘Yahoo Esports Live’ Serves Up Reeses Puffs with...

 
univision

Univision and Lionsgate Team for SVOD Movie Service for U.S. Hispanics

 
People Entertainment Weekly PEN

People/Entertainment Weekly Ad-Supported OTT Service Preps for Launch

 
George_Kliavkoff Jaunt VR

Jaunt VR Hires Hearst Exec George Kliavkoff as CEO

 
Making a Murderer Netflix

‘Making a Murderer’ Scores for Netflix at Creative...

 
Future Man Hulu Josh Hutcherson

Hulu Orders ‘Future Man’ Series Starring Josh...

 
Heirloom Paten Hughes Tom Wopat Vimeo

How an Actress’ Real-Life Tomato Farm Inspired the New...

 
Robert Redford and Jane Fonda Electric Horseman

Netflix Rolls Camera on Robert Redford & Jane Fonda...

 
AmazonBox

Amazon Greenlights Docu-Series on Tennis Star Novak Djokovic

 
FCC Chairman Tom Wheeler 2-4-15

It’s Apps or Else: FCC Chairman Wheeler Clarifies Rule...