The OTT co-viewing experience: 2017

Maggie Zhang

Looks at the IAB's primary research study which focuses on understanding the co-viewing behavior on OTT and its benefits for brands, such as incremental reach and advertising effectiveness.
  • The study found that TV viewing is social, with 93% of people engaging in some co-viewing activity on the big screen.
  • Co-viewing on OTT also tends to occur among younger viewers, in larger households, and with strong brand engagement.
  • The study further looks into co-viewing behaviors and attitudes on OTT to uncover opportunities for brands to engage with OTT audiences.
  • Longer videos (30+ minutes) are more popular than short-form videos for co-viewing on OTT and 36% of OTT videos co-viewed are live programming....

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