Level of Attention Paid to Video Content vs. Ads While Co-Viewing* Among US Video Viewers, by Platform, Oct 2017 (% of respondents)
OTT is video programming (on demand or live) streamed to a TV via the internet, using a streaming device, blu-ray player, gaming console or smart TV. Linear TV is live video programming received through a cable/satellite/telco TV service or an antenna.
Data is from the November 2017 Interactive Advertising Bureau (IAB) report titled "The OTT Co-Viewing Experience: 2017." 1,223 US video viewers ages 13-64 were surveyed online during October 2-9, 2017. Respondents were part of Maru/Matchbox's Springboard America online panel.