Percentage viewership of VOD apps jumped double digits in a Vizio survey comparing two weekends in March, as more consumers began to stay home due to the coronavirus crisis.
Viewership of ad-supported VOD apps jumped 19% while overall viewership of TV apps grew 9% from the weekend of March 7-8 to the weekend of March 14-15, according to a survey of 9.6 million Vizio SmartCast users.
Meanwhile, research firm Inscape found both streaming viewers (OTT) and linear viewers watched 10% more content overall in its survey of 14 million opt-in TVs comparing the same time periods.
In a week-over-week survey comparing March 2-7 to March 8-15, the firm saw an 8.6% jump in sessions, or engagement (such as opening an app).
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ComScore has partnered with Inscape to offer opt-in smart TV viewing data to its measurement products in order to help brands better understand the impact of their advertising.
The company says the partnership will bolster ad effectiveness studies designed to help clients understand the extent to which their campaigns met ROI objectives, including purchase-behavior and tune-in, according to a comScore press release.
“Media fragmentation continues to be a challenge for marketers who are seeking ways to optimize their media investment against the activities and channels that drive the most business impact,” said Cathy Hetzel, EVP, commercial, at comScore, in a statement. “Given the growth of smart TV viewership, we understand the importance of this partnership in our aim to deliver clients the sophisticated measurement solutions they need to grow their businesses.”
In its recently published “State of OTT” report, comScore found that across all OTT devices, smart TVs saw the biggest increase (up 35%) in streaming households between April 2017 and April 2018.
“As a leader in both TV and digital media measurement, comScore understands the seismic changes that are taking place as audiences move across platforms,” said Jodie McAfee, SVP of sales and marketing at Inscape, in a statement. “We’re excited to augment their existing linear, on-demand, and OTT data.”