Digital media brands Roku and TVision have released findings detailing the viewing habits of OTT and linear audiences.
The report shows OTT audiences to be 36 per cent more engaged with commercials and less likely to walk out of the room during an ad break, as ads are fewer and shorter.
In terms of overall attention, Roku and TVision state OTT viewing drives nearly 50 per cent higher attention scores than linear TV.
OTT also better lends itself to co-viewing, according to the data, as audiences are given the ability to watch on their own schedule and choose what they want to watch.
Co-viewer on OTT was 20 per cent more frequent than linear.