FreeCast Reveals OTT Viewership Insights at Year’s End
Exclusive cross-network data from FreeCast’s Rabbit TV delivers key stats on what’s popular among online audiences.
Earlier this year, FreeCast announced its intentions to begin measuring OTT audiences, taking advantage of the unique position of Rabbit TV to provide unique insights unavailable from any other OTT provider or measurement firm. Having spent much of the year providing this data only to a limited number of content partners, FreeCast has decided to reveal some key statistics to end 2015.
The leading broadcast networks among OTT consumers were CBS, NBC, Fox, the CW, and ABC, while among cable networks, the Food Network, VH1, the History Channel, A&E, and TV Land comprise the top 5. Approximately 15% of users watching network TV shows did so on a mobile device.
The average user accessed content from only 2-3 different networks per session, and most stuck with only 4-5 networks through all of their sessions in 2015. Viewers of NBC tended to be more likely to watch content from Fox, and vice versa. A similar relationship exists between VH1 and Bravo, as well as MTV and Comedy Central. This coincides with the rising popularity of smaller pay-TV bundles and increasing demand among consumers for à la carte TV.
The most-watched network online among men was NBC, and the most popular show was Fox’s Empire, with a strong audience for The Flash on The CW as well. Among women, ABC was the most-viewed Network, with CBS soap opera The Young and the Restless as the most-watched show, followed by Love & Hip Hop Atlanta on VH1. While some shows are popular both online and on the air, shows with surprisingly strong online followings continue to be a blind spot for traditional TV ratings.
FreeCast CEO William Mobley explained how the company’s business model sets it apart from other data providers. “We have a bird’s eye view of consumer viewing activity on the web. Because they use our service to access content from multiple providers, we have an unrivaled view of what’s popular online and viewer behavior. If a user leaves CBS’s website and goes to watch something on Amazon Video for example, neither of those companies knows where that user came from or went. Right now we’re the only ones capturing that important data and making it useful to content providers and advertisers alike.”
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