Involved Media Connected Audience Report Fall 2024:
Connected Video
In an effort to help our brand clients develop the most effective strategies, Involved Media conducted the Connected Audience Report in the United States, Canada and Australia, asking consumers about their media habits across video platforms.
The results below depict the results from the United States.
WAVE 2 STUDY DETAILS
- Sample Size (n)=2026,
- Sample Controlled to Census
- Core Topic: Connected Video
- Topic Extension: Connected Short-Form
- Wave 1 (W1) fielded in January 2024
- Wave 2 (W2) fielded in August 2024
KEY HIGHLIGHTS
- Comparing streaming platform and tv viewership & time spent
- Differentiating platform reach and platform ad reach
- Identifying trends in what content different audiences are watching
93% of respondents streamed long-form video in the last month
98% of respondents have ever streamed
Source: Involved Media Connected Audience Study, US, Fall 2024
95%
respondents have ever watched an SVOD
86%
watched an SVOD in the last 30 days
69%
watched an SVOD with ads in the last 30 days
Source: Involved Media Connected Audience Study, US, Fall 2024
54% of respondents watched FAST in the last 30 days
78% of respondents have ever watched FAST
Source: Involved Media Connected Audience Study, US, Fall 2024
70%
of respondents watched long-form, user-generated platforms in the last 30 days
Source: Involved Media Connected Audience Study, US, Fall 2024
58%
of respondents watched ad-supported long-form, u-gen platforms in the last 30 days
* Ad viewership was not asked of YouTube viewers in Wave 1
Source: Involved Media Connected Audience Study, US, Fall 2024
Platforms with the Newest Viewers
Source: Involved Media Connected Audience Study, US, Fall 2024
Streamers are right to chase high profile events for sign-ups, but need a library to keep people coming back
Source: Involved Media Connected Audience Study, US, Fall 2024
82%
live in a household that has paid cable TV
94% watched any cable TV in the 30 days
Source: Involved Media Connected Audience Study, US, Fall 2024
Video Viewership
Source: Involved Media Connected Audience Study, US, Fall 2024
34 hours a week the approximate average of time spent watching long-form video
81% of respondents report watching at least 1 platform daily
2.6 is the average number of platforms watched daily
Source: Involved Media Connected Audience Study, US, Fall 2024
Average Distribution of Time Spent
1 in 4 hours spent with long-form is ad-free
Source: Involved Media Connected Audience Study, US, Fall 2024
Mapping Platform Indexes
Linear is now out indexing SVODs with high-income respondents, showing this channel is only becoming less accessible to lower-income viewers.
FAST channels were able to make significant headway with viewers under 35.
With the addition of ad-supported sports to many SVODs, there is no longer a significant difference between the income of ad-supported and ad-free viewers.
Source: Involved Media Connected Audience Study, US, Fall 2024
Younger consumers spend most time with media overall, with the highest portion being ad-free
Source: Involved Media Connected Audience Study, US, Fall 2024
Genre Viewership Changes from Q1 to Q3
Source: Involved Media Connected Audience Study, US, Fall 2024
Connecting Platforms & Genres
Source: Involved Media Connected Audience Study, US, Fall 2024
People are now eating dinner with SVODs, but Daytime is still up for grabs
Source: Involved Media Connected Audience Study, US, Fall 2024
FAST spends the least amount of time on second screens
Free Ad-Supported TV has TV in the name for a reason: even with digital delivery, live channels are better suited to passive watching on a TV.
This is most true for the platforms attached to devices, but stays true with independent services like Tubi and Pluto.
Source: Involved Media Connected Audience Study, US, Fall 2024
Standout trends and What's Next
- The boom of ad-free content supported by viewers like you online is fading away in favor of a diverse tapestry of ad-supported video
- Younger consumers are consuming the most content, but are most attached to ad-free streaming
- While SVODs have made major investments in sports and news, consumers still associate live programming with Linear
- Tune in November to see how short-form fits into this picture/moving image
© Involved Media 2024
Contact Info
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Call: (917) 841-3196
E-mail: info@involvedmedia.com
