Released during the second week of the 2015 Digital Content NewFronts, an annual marketplace managed by IAB that connects brands and media buyers with the latest in made-for-digital video opportunities, the report shows that young cord-cutters/nevers are about twice as likely as other adults to view original digital video. Fifty-three percent of cord-cutters and 63 percent of cord-nevers see this type of programming as “very” or “somewhat” important in their decision not to have pay TV. In addition, cord-cutters/nevers are inclined to find the ads shown during this type of programming to be “more interesting” or “fun” (43%), and they are not alone – a third (35%) of the general original digital viewing audience is in agreement about the likability of the ads on this sort of content.
Connected TVs (56%), smartphones (56%), and tablets (48%) are being used to stream original digital video more than twice as often as two years ago, while computer viewing of original digital video (72%) remains steady. Two-thirds (65%) of those who stream original digital video to connected TVs state that they typically watch during primetime (8-11pm) and half (53%) of them report they are doing so more than they did a year ago, largely driven by more (and more interesting) content along with ease of use of connected TVs."