Study Finds Global Consumers Watch As Much Online Video As TV, But They Still Dislike Ads

Millward Brown has some new information on how much time people spend watching online video versus television. In its “AdReaction: Video Creative in a Digital World” study, the research firm discovered consumers are watching just as much online video content as they are TV.

Millward Brown polled roughly 13,500 viewers across 42 different countries who own multiple screens (like a television in addition to a smartphone or tablet). Millward Brown discovered consumers between the ages of 16 and 45 watch an average of 204 minutes of content a day, with half of that time going to television and half going to online video. The survey respondents who watched online video split that time between smartphones (

Despite the good news Millward Brown’s survey might hold for believers in cord-cutting, the research firm also found online video consumers are picky about the ads they’re served. Of all the survey respondents, only 19% of those who watched online video responded favorably to ads compared to 27% of TV viewers. Mobile users are the least forgiving when it comes to ads, with 49% of them disliking ads on their video content.

However, Millward Brown’s study showed 63% of online video viewers would be more open to ads if they could control the ads they see. Additionally, 41% of respondents responded favorably to ads tailored to their interests, and 31% were fine with skippable mobile pre-roll ads. As more and more watchable content moves to digital and mobile platforms, these ad statistics are definitely something video publishers, brands, and marketers need to keep in mind.

“While video is now available on myriad screens, applying TV thinking to digital content and placement is simply not acceptable, and consumers expect more from online advertisers,” said Duncan Southgate, Millward Brown’s Global Brand Director for Digital, in a release. “By exploring behaviors and preferences related to screens and advertising, ‘AdReaction Video’ provides a roadmap to help marketers build effective media plans and creative approaches that target the right people in the right context with the right content.”

You can can read more about Millward Brown’s study via its official press release.