In the United States, cable TV and satellite churn are on the rise again, according to a new study by connected video ad seller Pixability. The survey further attracted the attention of all users as YouTube seeks to establish itself as a major rival to traditional TV for media buyers ahead of the multi-billion dollar upfront market. I also found that I was continuing.
“Current viewing method: US consumer streaming habits on YouTube and other CTV (Connected TV) platformsThe survey looks at CTV viewing trends and user trends, with a particular focus on advertising CTV services. For the first time, DIGIDAY in the United States saw the results of this survey, which was conducted in January 2022 on a total of 703 respondents representing a wide range of age groups and ethnic groups in the United States.
“Agencies are evolving within the holding company, YouTube buying on TV is in the hands of the CTV team, and the CTV team is being incorporated into the linear TV team. Currently, it is a priority only for reach. It’s being purchased as a CTV platform, “said David George, CEO of Pixability.
It’s important to note that a holding company executive at a media agency (who refused to record conversations) questioned many elements of the study. He argues first that it reflects the fact that it reflects self-reported behavior, as well as the response to perceptions of behavior rather than actual behavior.
As the main business model of Pixability is built around YouTube under the umbrella of Google, it is as expected that the survey results are uniformly favorable to YouTube. According to this survey, YouTube is the most viewed streaming platform of all services (87% of respondents answered) (although in the question to respondents, the service provided was “contracted”. Asking if they “or watched”, showing two behaviors that do not necessarily overlap). Following YouTube, Netflix without ads (70%), Amazon Prime (52%), Hulu with ads (48%), Disney + without ads (35%), HBO Max (27%), Roku with ads (Roku) (25%) and Peacock (24%). All other platforms are less than 16%.
“YouTube’s early challenge was to be seen as part of CTV, but over the past year it has changed dramatically. Advertisers can see advertized content on TV screens. You can’t ignore the fact that YouTube (apps and YouTube TV) accounts for about 50% of your viewing time, “George said.
The survey also found that for YouTube viewers, the percentage of viewers on TV screens is about the same as the percentage of viewers on mobile devices. Of the adults in the United States who watch YouTube, 83% watch it on TV, making it the second-most-used device after mobile (93%). Among them, 90% of Gen Z and Millennials are said to be watching YouTube on their TV screens. “It’s becoming a priority for younger viewers and is surpassing mobile as the number one device,” said Matt Duffy, CMO of Pixability. He added that “it’s so common now” that media buyers consider it a TV-friendly format rather than a desktop or mobile-first format.
With this in mind, media agency executives argued that young people are not as important to media buyers as many are impressed. “The last time I checked, only 5% of the guarantees were between the ages of 18 and 34.”
Generation Z averages 67 minutes a day on YouTube, followed by Millennials 62 minutes. The average viewing time is 5 minutes longer for women (55 minutes) than for men (50 minutes).
The study also found that four other AVOD services (Hulu, Roku, Peacock, and Amazon Fire) occupy almost all of the ad-supported CTV viewing. Among them, YouTube has the largest reach of any other streaming platform, reaching 87% for adults aged 18 and over and 97% for adults aged 25-34.
“Reach is different from ratings,” media agency executives argue.
This survey also delves into the cancellation of cable TV and satellite broadcast subscribers. Fifty-nine percent of respondents said they still had a contract, while 21% said they would cancel within a year and 12.5% said they would cancel “within a few years.” Only one in four respondents said they did not intend to cancel, mainly to older audiences.
“I knew that the number of cable subscriptions was plummeting, but it felt very dramatic and steep. It’s clear that something related to generations is happening,” Duffy said. There is.
Michael Bürgi (Translation: Mitori Yakura / Galileo, Editor: Makoto Nagata)
Illustration by Ivy Liu