Increasing online viewership intensifies competition to develop cross -platform video audience measurement system
Parks Associates identifies Nielsen, Kantar Media, TiVo, Arbitron, and Rentrak as firms leading development
As U.S. video viewers increase their multiplatform viewing habits, advertising firms' demand for an integrated tool to measure both TV and online video viewing will intensify over the next year. A new report from Parks Associates, Cross -Platform Ad Metrics & Reporting, shows 71 percent of U.S. broadband households access videos online, compared to 87% who watch traditional TV content. Younger audiences, ages 18 -34, are even more inclined to watch online video, with 88% watching online compared to 90% who watch traditional TV.
"Online video viewing is approaching parity with traditional TV, especially in key audience segments, which is increasing pressure on the top firms to develop a comprehensive tool to quantify and evaluate the impact of online video content," said Heather Way, Research Analyst, Parks Associates. "Right now, Nielsen, Kantar Media, TiVo, Arbitron, and Rentrak are the primary cross -platform digital video audience measurement firms in the U.S."