Original digital video consumer study

This report details a study by the IAB and GfK to track consumer attitudes, awareness and usage of Original Digital Video (ODV), defined as original, professionally produced digital video content.
  • Unlike TV online and amateur video, which have been flat year over year, ODV continues to grow to provide an alternative form of entertainment that more adults are turning to.
  • Perceptions of ODV continue to outshine regular TV, with more positive ratings on being innovative, young, for anywhere, and unique.
  • Word-of-mouth and social media are the top ways ODV viewers discover new content, particularly young women.
  • The study concludes that advertising within the ODV medium should be considered in all campaigns as it has the potential to reach a growing audience, many of whom may not be...

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