According to the IAB study "The Changing TV Experience", the majority of U.S. adults own a streaming-enabled TV.
Anthony Ha reports...
The study also says Viewers are actually taking advantage of those streaming capabilities, with the majority (54 percent) of TV-watching time now spent on content other than traditional, linear TV. Twenty percent of that non-linear time goes to digital video, a category that includes both original online content and network TV shows that are made available digitally.
The survey asked about advertising as well, with 50 percent of streaming TV owners saying they’d rather watch commercials than pay for ad-free subscriptions, and 44 percent saying commercials in digital video are less intrusive than they are on linear TV. (Worth noting: The IAB is a trade group representing online publishers and advertisers — it’s currently holding its annual NewFronts event where publishers pitch their video content to advertisers.)
“Consumers aren’t just passive recipients of marketing — they understand that there’s a value exchange,” said Chris Kuist, the IAB’s senior vice president of research and impact.