Viewership of video on demand (VOD) on connected devices continues to surge in Ireland with 3 in 4 Irish adults, aged 16+, saying they have viewed VOD over the last six months, according to new research from IAB Ireland and Nielsen.
The research, entitled The Power of VOD 3, was launched at the recent IAB Video Connect 2016 seminar in Dublin and follows on from similar research undertaken in 2014 and 2015.
The research also found that a third of VOD viewers are consuming more VOD than TV, increasing to more than 50% among 16-24 year olds. In addition, 1 in 3 are viewing VOD content on a daily basis, with this figure increasing to 1 in 2 for 16-24 year olds. The research also noted that the use of portable devices, smartphones and tablets, to view VOD, has risen over the past year across all demographics and all content types while 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, according to the research which also noted that advertising acceptance in and 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’ says Maeve O’Meara, Marketing Manager, IAB Ireland.