The rise and rise of the UK VoD market

This article discusses the increasing popularity of video on demand in the UK and what this means for advertisers.

The rise and rise of the UK VoD market

Jakob NielsenMEC

GroupM looks at investment in Video-on-Demand services and why major players such as YouTube, appear remarkably under-monetised

Average all-adult linear viewing is 258 minutes per day; online viewing is eight minutes a day, averaged across 50 million adults (Source: comScore). On this measure, online is therefore 3% of all adult viewing. In August 2012 research, Xaxis alternatively found that VoD ad impressions comprise 7% of the commercial TV/video total.

Advertiser demand for quality inventory exceeds supply. New providers are, therefore, coming forward with broadcast-quality talent and content and...

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