The rise and rise of the UK VoD market

Jakob Nielsen

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 the biggest beneficiaries have been content specialists, portals and the old school print players. These include Yahoo!, MSN, The Guardian, The Telegraph, Vevo and Base79. These vendors complement linear catch-up as plurality generates incremental reach among lighter viewers.