Long-form video is spreading across social media. With the launch of IGTV, Instagram joined Facebook, Snapchat and Twitter in a space getting more crowded by the day. Some marketers are placing pre-roll and mid-roll ads in social shows, but the audiences are small and the measurement capabilities are limited.
Social shows may appeal to certain demographic groups more than others. About half of social media users ages 18 to 24 said they are interested in watching TV shows on social platforms.
One key reason the social platforms are moving in this direction is the desire to tap into the digital video viewing audience. This year we estimate nearly 70% of the US population will watch digital video (either via streaming or downloading) at least once a month, amounting to nearly 230 million people. Read the rest at eMarketer.