Live video is seeing faster growth than any other type of premium digital video content, reports FreeWheel in its Q1 2018 Video Monetization Report. Within the US live viewing comprised more than one-third (35%) of all ad views for the quarter, up from 31% the previous quarter and 24% in the year-earlier period.
Indeed, while all content formats experienced growth, averaging a 34% increase in ad views, live video’s growth was more than double (+77%) that average.
Sports continues to dominate live viewing, accounting for three-quarters (76%) of live video ad views during the quarter. However viewers are also increasingly watching Entertainment (16%) and News (8%) content, which FreeWheel attributes to the growth of TV Everywhere.
Meanwhile, going hand in hand with live video’s ascent is the rising importance of OTT devices, which are making waves across the video world. Within the US, fully one-third (34%) of premium digital video ad views were on OTT devices during the quarter, almost double the share (18%) viewed on smartphones. Read the rest at MarketingCharts.