Online Video: Broadcast TV Content Gets Above-Average View, Completion Rates

April 11, 2013

This article is included in these additional categories:

Broadcast & Cable | Digital | Mobile Phone | Social Media

Adobe-Broadcast-TV-Content-Online-in-2012-Apr2013Research released last week by Ooyala indicated that broadcast TV is finding a welcoming audience online, and new data [pdf] from Adobe supports that finding. Compared to the average, completion rates for TV-related content (such as full episodes of TV shows) are 12.5% higher on PCs (45% vs. 40%), 31.4% higher on tablets (46% vs. 35%), and 33.3% higher on mobile phones (36% vs. 27%). The same pattern is true for video view rates (the percentage of visits resulting in a video start.) Specifically, compared to the average, the video view rate for TV-related content is 22.2% higher on PCs (55% vs. 45%), 29% higher on tablets (40% vs. 31%), and 36.4% higher on mobile phones (15% vs. 11%).

The study does not include user-generated video content.

Adobe’s report contains a host of intriguing statistics about online video in 2012. The following is a summary of some of the more notable data:

  • The 15 billion video streams measured in Q4 2012 are 11 times more than all of the US movie ticket sales in 2012;
  • Digital video consumption grew by 30% year-over-year in Q4;
  • Video starts on smartphones tripled year-over-year in 2012, with the share of video starts held by smartphones and tablets combined exceeded 10% in Q4;
  • Video consumption of smartphones was highest on Mondays, Thursdays, and Sundays (16% share each), but clearly peaked on the weekend (Saturday:16%; Sunday: 17%) for tablets;
  • While the vast majority of people used search (30%) or go directly (65%) to video, socially-referred video starts were more likely to be completed;
  • Facebook accounted for a dominant 75% share of socially-referred video starts in Q4, compared to 16% for Twitter and 9% for all other social networks;
  • Video content represented 74% share of Facebook viral reach in 2012, and 66% of social engagement;
  • Video ad click-through rates were easily highest for post-rolls (3.1%) as opposed to pre-rolls (1.7%) and mid-rolls (1.4%);
  • Ad click-through rates were significantly higher when served in content longer than 2 minutes compared to content shorter than 2 minutes (2.2% vs. 0.7%); and
  • Ad completion rates were highest for mid-rolls (88%), followed by pre-rolls (76%) and post-rolls (59%).

About the Data: The Adobe data is based on 19.6 billion video starts in 2012 and is comprised of the aggregated and anonymous data from media and entertainment sites. Additional sample information includes: 10.1 billion ads services; 457 million Facebook posts; and 365 million Facebook comments, shares, and likes.

Chart-Library-Ad-1

Explore More Articles.

Which Skills Are Important in RevOps?

Which Skills Are Important in RevOps?

9 in 10 RevOps professionals view data analysis skills as being important, a high percentage also don’t believe they need this skill for their job.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This