Long live the set-top box!
Although video viewing continues to migrate to mobile screens and over-the-top devices, the set-top box is still a popular venue for VOD ad views, per a recent study from FreeWheel, the Comcast-owned online ad-tech company.
Growth in set-top VOD ad views for programmers that have enabled dynamic ad insertion rocketed 103% year-over-year and represents a share of 16%, FreeWheel found in its Q3 Video Monetization Report, which based its findings on more than 47 billion video views in the period.
Desktop/laptops held the largest share of online VOD ad views, at 36% and up 11% year over year, while showing more signs of leveling out, followed by OTT devices (22%, up 63% YoY), set-top VOD, smartphones (17%, up 39%), and tablets (9%, up 15% year over year). Overall, ad views rose 28% YoY, while video views climbed 37%, driven by greater short-form video consumption, FreeWheel said. Short-form content rose 31% in the period due in part to news clip viewing tied to the U.S. presidential election.
The smarter way to stay on top of broadcasting and cable industry. Sign up below.
Thank you for signing up to Broadcasting & Cable. You will receive a verification email shortly.
There was a problem. Please refresh the page and try again.