- VOD Consumption is a daily activity for Irish adults
- 16-24 year viewers are the most engaged – VOD delivers harder to reach audiences
- Free ad funded channels are the most popular for accessing content
IAB Ireland launched new research today tracking Irish users’ consumption and attitudes towards Video on Demand (VOD) in Ireland.
The research conducted by Nielsen Ireland on behalf of IAB Ireland, examined the Reach, Resonance and Reaction to VOD.
By VOD, we mean streamed, downloaded video content online on any device eg. tablet, smartphone, desktop. Both professionally produced and user-generated video content is included, whatever the length of the video.
The key insights from the research are:
Reach – Who watches VOD, how and where?
VOD viewers engage on a daily basis
- 28% watch VOD content daily, on a variety of devices. Engagement with VOD is strongest amongst A16-24 (50% watch daily)
- Free advertising-funded platforms are the most popular method of accessing content (90%).
VOD complements TV
- VOD can help reach light/medium TV viewers and it delivers harder to reach audiences especially 16-24 year olds and 16-34 year olds
- 45% of 16-24 year old VOD Viewers claim they watch more VOD than TV.
Resonance – Why does VOD resonate with viewers?
VOD: Specifically chosen video content when and where I want
- Content, convenience and access are key drivers to consuming VOD
- 48% view catch up / missed content,
- 34% view anywhere they want and 28% like to view content shared or recommended by friends
- 54% like VOD as they can watch in their own time and 50% view because it’s free
Reaction – How do VOD viewers react to advertising?
Advertising in VOD leads to further brand engagement
- Acceptance of advertising in & around VOD content is strong (74%)
- 1 in 2 happy to watch advertising in order to view free content
- 26% visited a brand’s website/physical location after exposure to advertising in VOD content, 24% have searched for a brand / product on the internet, 10% have bought the brand and 19% have amplified the message about the brand via word of mouth.
“This Nielsen study confirms the high level of VOD consumption and engagement in the Irish market . The research illustrates how VOD complements TV campaigns in delivering harder to reach audiences. Great content will always be in demand and the power of VOD to reach users on an emotional level underlies the popularity of this format for advertisers. VOD advertising spend grew by 75% in the first half of 2014 – we look forward to further strong growth for VOD in 2015 and beyond” said Maeve O’Meara, Marketing Manager, IAB Ireland.
For further information please contact:
Maeve O’Meara, Marketing Manager, IAB Ireland
Tel: 086 8522291
An infographic and copy of the full presentation of the Research is available at: www.iabireland.ie
About the Study:
IAB Ireland commissioned Nielsen Ireland, who conducted an online survey in September 2014 that was completed by 1,195 aged 16+ who watched Video on Demand in the last 6 months.
The study investigated VOD viewing behaviour of the following core audiences: A 16-24, A 16-34, A 25-44, Housekeepers (HSK) and Housekeepers with kids (HSK + K).
About IAB Ireland
IAB Ireland is the trade association for the Irish online advertising industry. As a not for profit organisation IAB Ireland works with members to ensure marketers can identify the best role for online in building their brands. IAB Ireland is a member of both IAB Europe and IAB US. The IAB network shares three core objectives, namely to prove, promote and protect the online advertising industry. These objectives are fulfilled through the dissemination of authoritative research, the organisation of educational events and by promoting industry-wide best practice.