What the Consumer Shift to Streaming Video Really Means

The consumer shift from watching TV on, you know, our TV sets to on our phones, tablets, and last but not least PCs, means that the entire look and feeling of being online is going to change dramatically, not necessarily for the better (although it’s good to know that interweb audience tastes are actually being considered).

But don’t take our word for it. Here’s what the experts have to say:


by Sean Galligan

What device are you reading this on? A laptop, a smartphone, a tablet or something else?

Similarly, when it comes to streaming video these days, including full-blown HD content, you’re not locked into a particular device or delivery method. In fact, many viewers have completely cut their cable cord—or taken down the satellite dish—and are watching their favorite shows via streaming services, some affiliated with traditional networks, others independent. As Over The Top (OTT) services grow, you might be wondering what these changing viewing habits mean for advertisers.

We took a look at how and why consumers are flocking to OTT services, plus the ad formats they prefer. Our latest study signals a sea change in video consumption, but one in which advertisers can adapt and thrive. When it comes to consumers embracing OTT services, we found:

  • More than one-third of respondents don’t have a traditional cable TV provider or have reduced their reliance on one.
  • 16 percent plan to cut or reduce their cable/satellite service in the next six months, mainly due to the high costs.
  • On average, 77 percent of OTT consumers subscribe to more than one service….

Read it all at Ad Week