YouTube tops online viewing choices, study says, and more viewers want to cut the cord

When it comes to deciding what to watch online, 68 percent of connected viewers pick YouTube first, a new study from Adroit Digital reveals. And those viewers, who now watch 15 hours or more of online video on any kind of connected device, would cut the cord instantly if a viable alternative to pay TV were available online.

Adroit Digital surveyed 2,000 people aged 18 or older who own some type of connected device, whether a computer, streaming device, or connected TV. Among that group, 63 percent said they would cut the cord if an online provider "could satisfy their broadcast TV viewing needs," according to the report.

Slightly confusing results came from one question, "From which sources do you consume content," which mixed streaming devices (like Roku or game consoles) with online video services (like Netflix or YouTube). It's unclear whether Adroit provided a choice of answers or if viewers wrote in their replies.

Women spend the most time watching long-form content, with 38 percent of women respondents saying they watch 30 minutes or more at a time. Only 25 percent of male respondents watch a single piece of video content for more than a half hour.

And ad skipping? The audience is evenly split on that one. Some 51 percent said they would watch an online video ad in its entirety, while 49 percent said they would prefer to skip the ad. Interestingly, viewers aged 45 and older were more likely to want to skip the ads.

Further, most of the respondents--70 percent--prefer to watch online video alone. Which is okay apparently, because 75 percent of respondents said that other people in their home access video content at the same time on different viewing devices.

Adroit Digital online video

Length of time spent watching one piece of online video content. (Source: Adroit Digital)

For more:
- download the report (reg. req.)
- ReelSEO has this story

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Amazon, Netflix spend billions in content race, but competitors like YouTube are sneaking up

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