The distinction between different forms of video consumption is blurring, as 20% of consumers say they consider watching content on YouTube the same as watching TV. This is according to data across six European markets and the United States from AudienceProject.

Why it matters

The research illustrates the variety in video consumption and that consumers are more interested in the content than the specific platform or device they use.

As a result, brands need to mix their investment and tailor their campaigns according to the different attention statesthat audiences have when watching different forms of video content....