Most consumers are keeping it short and sweet when it comes to their online video viewing habits, but that may be limiting the industry’s ability to monetize its inventory, according to FreeWheel’s Q1 Video Monetization Report. During the first quarter, 86.7% of video views on “Linear + Digital” networks were less than 5 minutes in length, as were 86.2% of video views on “Digital Pure-Play” networks. But ad loads (ads per video viewed) for short-form content averaged out at just 0.9 for the Linear + Digital model and 0.5 for the Digital Pure-Play model.
By contrast, ad loads were a healthy 9.5 in Q1 for long-form content served up by FreeWheel’s Linear + Digital clients, although they were much smaller (1.3) for Digital Pure-Plays. Long-form content (20+ minutes) accounted for 6% of views for Linear + Digital, and only 1.9% for Digital Pure-Plays. Read the rest at MarketingCharts.