ABC Television conducted a study about how audiences are interacting with videos on tablets, and the results were surprising. ABC's Adam Gerber tells us what the company discovered.
It's no longer normal for a family to gather around a single screen to watch a favorite TV show. Tablets, mobile devices, and on-demand solutions have changed the way the video viewing model works. And there are more devices and options coming.
ABC knew tablets and on-demand programming had changed how viewers were consuming ABC programs. But it didn't know how much. So the company conducted a study about tablet viewership. Adam Gerber tells iMedia's Bethany Simpson what the company learned.
"Viewers love watching TV on their own time." -Adam Gerber VP, Sales Development & Marketing, ABC Television Networks
"About two-thirds of the viewership actually occurs in the home, and a lot of it is driven by this new phenomenon that we're calling parallel viewing..."
"Ultimately it's about [consumers] having access to view..."
"On the advertising side... we're trying to migrate to a [digital] model that makes it a lot easier for advertisers to continue to deliver the thing that television does best: scale."
"Consumers love great quality content... ultimately that is the shared experience that people want to talk about, and it's the place that you get scale."
For more results from the ABC study, watch Adam Gerber's presentation from the iMedia Video Summit.
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