IAB Ireland and Nielsen release latest Irish research which confirms Video on Demand (VOD) viewing is entrenched in the market
- 3 in 4 Irish Adults (16 +) have viewed VOD in the first 6 months
- 63% of VOD viewers watched when “out & about” compared to just 47% last year
- Advertising acceptance in & around VOD content is rising amongst medium/heavy users – up from 48% to 54%
The Power of VOD 3 was launched today at IAB Video Connect 2016 at Chartered Accountants House in Dublin. This is Wave 3 of IAB Ireland’s research, conducted by Nielsen looking at the reach and profile of VOD users, the trends emerging in VOD consumption, time spent viewing and reactions to advertising.
The first wave of the research was in 2014, the second wave was conducted last year in 2015, and Wave 3 builds on those insights.
The key findings of the research are:
- Just under 3 in 4 Irish Adults (16+) viewed VOD in the last 6 months, higher than this time last year. A third of VOD viewers are consuming more VOD than tv increasing to more than 50% among 16-24 year olds.
- 1 in 3 are viewing VOD content on a daily basis, with this figure increasing to 1 in 2 for 16-24 year olds
- Use of portable devices, smartphones and tablets, to view VOD has risen over the past year across all demographics and all content types
- 63% of VOD viewers watched when “out & about” compared to just 47% last year
- Long form (over 10 mins) professional content continues to have the greatest reach, but all demographics are watching a wide variety of content across short vs long form and professional vs user generated.
- Advertising acceptance in & around VOD content is rising amongst medium/heavy users – up from 48% to 54%
‘IAB’s Power of VOD 3 research, demonstrates Irish consumers’ strong engagement with VOD continues to accelerate in 2016. It is not surprising that brands are increasingly harnessing the power of VOD in their advertising campaigns’ said Maeve O’Meara, Marketing Manager, IAB Ireland.
Notes: By VOD, we mean streamed, downloaded video content online on any device such as tablet, smartphone, desktop, smartTV, games console. Both professionally produced and user-generated video content is included, whatever the length of the video.
Full copy of the research will be available to view at www.iabireland.ie
ENDS
For more, contact Maeve O’Meara, 086 8522291 or email Maeve O’Meara.
About the Study:
The first wave of this online survey was conducted by Nielsen in September 2014, with the second wave taking place in March 2015.
This latest wave was in field in March 2016 and comprised two phases:
About IAB Ireland
IAB Ireland (www.iabireland.ie) 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 licensed by IAB US and is a member of the IAB Europe network. 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.