August 24, 2021
Today, FreeWheel, A Comcast Company (Nasdaq: CMCSA), published the latest installment of its U.S. Video Marketplace Report (VMR), an industry benchmark publication that examines industry viewership trends. This latest report, accessible here, takes a closer look at “The Viewer Evolution and How The Premium Video Marketplace Has Responded” in H1 2021.
Throughout the first half of this year, new technologies and political tensions – amid an evolving pandemic – transformed and accelerated how people accessed, engaged with and responded to media and advertising. As a result, several key consumer viewership trends and behaviors emerged, which the report’s authors predict will continue to play an influential role in shaping the industry moving forward.
The report’s key findings include:
“The first half of 2021 was an interesting and pivotal time in terms of viewership trends and how the industry responded. One example was the rise in programmatic transactions, as buyers sought greater flexibility, in this year’s upfronts,” said Comcast Advertising VP of Marketing James Rothwell. “As these new consumer behaviors and advertising tactics become habitual, we’re expecting many of these trends to continue fueling the pace and development of new technologies, innovations and ways of reaching and engaging viewers.”
The FreeWheel U.S. Video Marketplace Report highlights the changing dynamics of how enterprise-class content owners and distributors are monetizing premium digital video content.
To read the full report, click here.
FreeWheel, A Comcast Company, empowers all segments of The New TV Ecosystem. We are structured to provide the full breadth of solutions the advertising industry needs to achieve their goals. We provide the technology, data enablement, and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types, and all sales channels, in order to ensure the ultimate goal – results for marketers.
With offices in New York, San Francisco, Chicago, London, Paris, Beijing, and across the globe, FreeWheel, A Comcast Company, stands to advocate for the entire industry through the FreeWheel Council for Premium Video. For more information, please visit freewheel.com, and follow us on Twitter and LinkedIn.