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New research from the Interactive Advertising Bureau (IAB) found that people are more likely to talk about the products or brands they see—and even change someone’s mind about them—while co-viewing on over-the-top (OTT) devices than on linear TV.
According to IAB, co-viewing is the act of watching video content with others. And in general, the firm noted, co-viewing on OTT devices “tends to occur among younger viewers, and with strong brand engagement.”
In fact, over half (56%) of respondents who co-view OTT content said they talk about the products and brands they see. And nearly as many (45%) said they would change someone else’s mind about a product or brand they see during a co-viewing session.
Some respondents also indicated they may be likely to change their own minds about a product or brand when co-viewing.
Meanwhile, the study found that OTT co-viewers would be more likely to interact with products or brands, such as by searching for them online, than co-viewers watching on linear TV. But not by a significant margin.
When asked about the actions they take in response to the products and brands they see while co-viewing, a third of OTT co-viewers said they were likely to make a note to purchase a product later. By contrast, 24% of those who co-view on linear TV said they’d do the same.
What’s more, 32% of OTT co-viewers said they would purchase a product or a certain brand they see online, compared with 23% of linear TV co-viewers.
eMarketer estimates that there will be 193.3 million US OTT video service users this year, equating to 70.8% of internet users.
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