CMDC Media Digest, 2015-2016
TELEVISION VIDEO 2 OLV VIEWING CONTINUES TO BE UNDER REPORTED DUE TO A FOCUS ON PCs Reported online video viewing has dropped sharply in the past two years however this is reflective of measurement challenges rather than consumer behaviour The explosive growth of smartphones and tablets has posed a particular challenge with over 50 of broadcaster video inventory consumed in app and not measured by existing syndicated sources The fragmentation of video sources has also expanded to emerging platforms such as connected TVs and OTT over the top devices like AppleTV Roku Chromecast and Xbox None of these technologies is currently measured by syndicated sources With no single source panels understanding the full picture of video consumption and quantifying cross device use reach is still the most prevalent challenge in the space Total Minutes Viewed MM February 12 December 12 October 13 July 14 May 15 50000 37500 25000 12500 0 ComScore Key Measures July 2015 Hours Per Viewer February 12 December 12 October 13 July 14 May 15 35 30 25 20 15 ComScore Key Measures July 2015 Total Videos Viewed MM ComScore Key Measures July 2015 Videos Per Viewer ComScore Key Measures July 2015 February 12 December 12 October 13 July 14 May 15 10000 7500 5000 2500 0 February 12 December 12 October 13 July 14 May 15 400 300 200 100 0 82 Media Channels CANADIAN MEDIA DIRECTORS COUNCIL
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