Consumers Use Cross-​Platform Videos to Access Specific Entertainment

Consumers who turn to more than one platform to watch video are often highly engaged with the programming. And, these days, consumers of all ages are comfortable seeking out their entertainment on the Internet. But TV remains the preferred format for specific types of entertainment according to data presented at the Advertising Research Foundation’s annual meeting.

The types of programs that consumers prefer to see on the TV screen include:

  • Sports 52%
  • Drama 49%
  • Comedy 44%

But online video also has its advantages. And consumers generally note the following reasons for turning to online video over TV:

  • Watch a missed TV episode 71%
  • Convenience 57%
  • Fewer ads 38%
  • Catch up on past episodes 25%
  • Prefer online 13%

It is not only younger consumers who engage in cross-​platform viewing. comScore statistics indicate the following age distribution for this behavior:

  • Ages 18–24 (24%)
  • 25–34 (30%)
  • 35–49 (32%)
  • 50–64 (13%)
  • 65+ (2%)

Marketers should also know that consumers are not watching video online specifically to avoid commercials. According to comScore,  nearly 1/​3rd of online viewers report pausing the program and taking time to visit an advertiser’s Web site.  As a result of these findings, NBC executives believe that when a network offers video in multiple channels, consumers  engage more with the programming and use the multiple channels to suit their schedules.  Further, the availability of multiple channels does not point to a decrease in traditional TV viewing. Instead, marketers have more ways to reach the most loyal watchers of specific programming.

[Source: Viewer Are More Engaged With What They Watch. Cross-​Platform Video. Entertainment Marketing Letter. EPM Communications.  April 1, 2010.] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.