Today Blip.tv released the findings of the largest research initiative to date focusing on original web video.
The study, performed by Dynamic Logic, offers insights into how, when and where blip.tv audiences are consuming online video, and has strong implications for the future of televisiona and online video. The study’s results shed light on viewer attitudes towards online advertising, the extent of cord cutting, and the prime hours for original series viewing.
Key findings include:
- Viewers are cord cutting. Online video consumption is rising as TV viewership is shrinking: compared to six months ago, viewers are watching nearly 9% less cable television, and increasing online content viewing by 26%. Online programming consumption on Mobile and video game platforms is up 19% and 18%, respectively.
- Original online series are being watched during prime-time hours. Findings show that 8-11 pm is the most common time period for people to watch. 6-8pm is second most common.
- Advertising is more acceptable for original online series than for television streamed online. The research showed that for blip.tv’s audiences, 43% reacted positively to pre-roll advertising on original online series, whereas only 30% reacted positively to pre-roll advertising on television content streamed online.
- The average viewer of online series is 33 years old, and college educated. And the viewers are evenly divided between men and women.
“We commissioned this study, the largest research project to date on viewers of original series, to gain a deeper understanding of how and when people are engaging with online content,” said Dina Kaplan, Co-Founder of blip.tv. “It’s clear from the research that web series fans are beginning to watch less television, while at the same time increasing the amount of content consumed on the web. It’s also significant that our viewers are more accepting of advertisements on web series, perhaps because fans are grateful to the advertiser for making the show possible. That’s a very different mindset, for a viewer, than seeing an ad on a show that was originally created for television.”
The study was conducted via a survey among 1,500 blip.tv viewers. Blip.tv recently completely overhauled its website, positioning itself as a destination site with curated programming and more appealing design elements. Last month, added subscriptions to enhance the viewer experience and increase views.
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Doesn’t scare me, doesn’t even surprise me. That’s me to a fault.
News flash to TV execs:
-We hate advertising, period. We understand though that starter shows can get nowhere without it, and so are fine with one or two necessary wasted minutes on ads. Network shows though…yuck. Shameless money grubbing. You have money enough to make all these rotten shows. Write better shows if you want more money. We’ll watch.
-There’s very few shows on TV that are worth the price of a cable package. Dropped cable two years ago, don’t miss it at all.
-If we miss the broadcast, and don’t have a DVR, we missed out. That said, someone somewhere probably already put it online. We’ll watch there. Online is On Demand.
-Why does broadcast even matter right now? Put it online. Your “season” can start and end whenever you want it to.
-We would rather line up our own multi-source viewing schedule and watch it as we see fit with the ability to pause it when the phone rings or the kids run through the room, etc. You can’t compete with online.
-The fact you are surprised by this is surprising to us.
It will scare you more that Blip.TV won’t list a lot of their content ultimately deciding instead of the viewer what is worth watching.
@Floyd – “-We hate advertising, period. We understand though that starter shows can get nowhere without it, and so are fine with one or two necessary wasted minutes on ads. Network shows though…yuck. Shameless money grubbing. You have money enough to make all these rotten shows. Write better shows if you want more money. We’ll watch.”
Money for those larger shows comes from advertising. The larger the show, the more important advertising is. Your argument makes no logical sense.
Floyd – it’s just counter to the conventional wisdom many outside our industry have that audiences “snack” on online content during lunchtime. The fact that more people are watching web series in prime time than any other day part is significant to the flow of dollars online from major advertisers, which will only continue in the years ahead.
Crimefighter, all series are available on blip.tv if they don’t violate our terms of service (i.e. if the content is original rather than copyright protected, etc). We showcase all content on the destination site rated 4 and higher by our content team. To reach a 4, we just have to feel that the show has a brand the producers have put some effort into creating and that the series is aimed at building an audience over time. Email me if you have a question about a series in particular: dinaATblip.tv. We want to make independent web series scaleable and profitable, and we also want to make it easy for audiences to find the best web series. I can talk you through how we balance those goals.
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