Study: Over 90% Of TV Watchers Do So With Other People

Study: Over 90% Of TV Watchers Do So With Other People

A new study by the Interactive Advertising Bureau (IAB) in the US has revealed that when it comes to watching TV, Americans prefer to do it with friends, partners or family.

The study found that over 90 per cent of respondents aged 13-64 revealed that when they watched TV they did so with other people. You can read the study in full here.Screen shot 2017-11-16 at 8.13.24 AM

Linear TV and catch-up, or over-the-top (OTT) services, lead the pack with the highest co-viewing audience reach.

The main reason people said they watched TV with others was to spend time together and unwind.

When it came to SVOD suppliers like Netflix, 59 per cent of adults said they watched shows with their partners and 41 per cent said they did so with their kids.

Some 56 per cent of respondents said they discussed brands they saw during ad breaks with their fellow TV watchers. Some per cent of SVOD watchers agreed they’d purchased something they’d seen at advertised, while it was only 23 per cent for traditional TV.

The study found it was men, Gen Zs and Millennials who were most likely to buy something they saw advertised on OTT and linear TV.

Commenting on the study, Chris Kuist, svp of research and impact for the IAB, said: “Watching TV has always had an important social component, and this has absolutely continued as OTT platforms become ever-more important parts of people’s viewing rituals.

“This social aspect of biggest screen in the house is powerful, and is being amplified on OTT platforms in ways that can greatly benefit marketers.”




Please login with linkedin to comment

IAB

Latest News

Veridooh Snatches Prashand Menon From ScentreGroup
  • Advertising

Veridooh Snatches Prashand Menon From ScentreGroup

Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]

Kat & Co Transforms Into THE WORLD OF Experiential Agency
  • Advertising

Kat & Co Transforms Into THE WORLD OF Experiential Agency

After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]

SMG Studio Launches Risk: Global Domination X Dune Part Two
  • Campaigns

SMG Studio Launches Risk: Global Domination X Dune Part Two

Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
  • Marketing

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market

Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]

MKTG Launches PR & Talent Division Realigning Business Structure
  • Marketing

MKTG Launches PR & Talent Division Realigning Business Structure

Dentsu‘s MKTG Sports and Entertainment has unveiled a significant evolution, including the launch of a specialised PR and Talent Marketing division, investment in expanding its Creative Services group, and a centralised approach to brand and rights holder servicing with increased production capabilities and a strengthened in-stadium sports presentation team. Lead Image: MKTG CD Ross Allen; […]