With OTT services like Netflix, Hulu and Amazon providing hundreds of TV show options, marketers may be worrying about how to switch up their advertising strategy. But new research from the Video Advertising Bureau (VAB) shows that live TV is still king, with the majority of viewers watching their favorite programs live, rather than time-shifting, or watching them after they’ve already aired.
The report also found that 81 percent of viewers who binge video-on-demand (VOD) programming say they can view it at a time that is convenient for them.
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