VideoNuze Posts

Tubi streamed 3.6 billion hours in 2021, a 40% increase over 2020, with 56% of its viewers unreachable by advertisers through linear TV and 27% of them unreachable through other free AVOD services. 71% of Tubi’s viewers don’t subscribe to a pay-TV services. Tubi’s median viewer age is 39 years old, 16 years younger than non-streamers, with 2 out of 3 viewers age 18-54 years old.

All of the data is from Tubi’s newly released report, “The Stream: 2022 Audience Insights for Brands” which explains key trends in consumer behavior with streaming and the impact that ad-supported streaming is having. The report draws research from multiple third-party sources, proprietary Tubi data and results of a survey of 6,000+ consumers fielded by MarketCast. The report highlights the value of AVOD for advertisers and how it complements linear TV.

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Screen-based activity for older and younger viewers is increasingly diverging, according to the Hub Entertainment Research’s latest “Video Redefined” survey. For 13-24 year olds, just 25% of their screen-based leisure time was spent watching TV and movies, as compared with 60% for 35 years old and older.

Across the entire survey, Hub found that 48% of screen-based leisure time was spent watching TV and movies, down from 53% in 2020.

Younger viewers split their time between TV (13%) and movies (12%) while older viewers focused mainly on TV (45%) vs. movies (15%).

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Buy-side ad management platform Innovid has announced it will acquire TVSquared, a measurement platform for linear, connected TV and addressable TV. The deal’s value is $160 million, including $100 million cash and the remainder in stock. The companies said that TVSquared had 2021 estimated revenue of $20-22 million, meaning the Innovid is paying about 8 times revenue. The deal is expected to close in Q2.

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Welcome to this week’s edition of Inside the Stream, the podcast where nScreenMedia’s Chief Analyst Colin Dixon and I take listeners inside the world of streaming video.

Google reported another strong quarter of advertising revenue for YouTube in Q4 ’21, up 25% to over $8.6 billion. For the entire year YouTube ad revenue was nearly $29 billion. Add in subscription fees from YouTube and YouTube Premium and the company’s total revenue in 2021 was likely in the $35 billion range.

Colin and I discuss the details. Colin also shares new data from Conviva highlighting Roku’s viewership advantage vs. all other streaming devices.

Listen to the podcast (24 minutes, 47 seconds)

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A new study from Giraffe Insights and Precise.TV of kids aged 2-12 in the U.S. and U.K. has found that ads on YouTube have twice the level of recall compared to any other platform. In Q4 ’21, 73% of the kids in the survey group said they recalled seeing an ad on YouTube, vs. 33% on broadcast TV and 32% on VOD. TV clips, edutainment and gaming were the three specific types of content on YouTube being watched most often.

Beyond recall, ads on YouTube are driving higher purchase levels. The study found that in Q4 ’21, 39% of kids surveyed cited YouTube as the place they saw an ad for the last thing they asked their parents to buy. That was 3x higher than the 12% who cited broadcast TV. No other platform was above 9%.

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Last week was VideoNuze's Connected TV Advertising PREVIEW: 2022 virtual, which featured 28 senior executives speaking on 9 sessions across two afternoons.

Below are links to all of the session videos for on-demand viewing, grouped by afternoon. When you click through to the session link you'll find the session description and list of participants, along with the video itself.

Enjoy!

January 26, 2022 sessions

[VIDEO] GroupM’s Global and CTV Advertising Outlook
[VIDEO] The Big Picture: Exploring CTV’s Primary Opportunities and Challenges
[VIDEO] How Programmatic Will Power CTV Advertising in 2022
[VIDEO] Clarifying the C in CTV
[VIDEO] Buy Side Perspectives: Capitalizing on CTV’s Potential


January 27, 2022 sessions

[VIDEO] Inside eMarketer’s CTV Forecast: $34.5 Billion by 2025
[VIDEO] CTV’s Innovative Future
[VIDEO] Publishers’ Perspectives: How to Win in the Connected Living Room
[VIDEO] TV and Digital Media in 2022 and Beyond

The following session was recorded at VideoNuze's Connected TV Advertising PREVIEW: 2022 virtual conference on January 27, 2022.

Inside eMarketer’s CTV Forecast: $34.5 Billion by 2025

Learn all the details of eMarketer’s forecast of $34.5 billion in CTV ad revenue by 2025.

- Ross Benes – Senior Analyst, eMarketer (presenter)
- Will Richmond – Editor and Publisher, VideoNuze (interviewer)

The following session was recorded at VideoNuze's Connected TV Advertising PREVIEW: 2022 virtual conference on January 27, 2022.

CTV’s Innovative Future
Continuous innovation has been at the heart of CTV’s success, creating better user and advertiser experiences than traditional TV. Learn what’s ahead for CTV’s innovative future and what it means to your success.

- Tal Chalozin – Co-founder and CTO, Innovid
- Melissa Grady Dias – Global Chief Marketing Officer, Cadillac
- Eric John – VP, Media Center, IAB (moderator)