VAB Study: Viewers Hang Around on VOD

Time spent watching, engagement with commercials up from last year

Pay TV’s video on demand is pretty sticky, judging by the results of a study by the Video Advertising Bureau.

Viewers watching 30-minute shows on their cable operator’s VOD system spend 50% more time watching those shows than live viewers and 33% more time than other time-shifting viewers, according to the VAB's new report.

Those viewers are watching an hour more per month than a year ago, and their ad engagement is up as more programmers and distributors use dynamic ad insertion technology that enables advertisers to target audiences with relevant messages, the VAB said.

“MVPDs’ VOD viewers are committed to the content," Evelyn Skurkovich, VP of research and insights at the VAB, said. “They are passionate about catching up with these programs and are willing to watch ads that can’t be skipped.”

The VAB represents broadcast and cable networks, as well as multichannel video programming distributors.