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Ireland’s VOD Viewers Favor Free Content, Even if It Means Ads 03 July 2015

IAB Ireland Nielsen


Digital video has taken flight in Ireland. According to March 2015 research by Nielsen for the Interactive Advertising Bureau Ireland (IAB Ireland), 67% of internet users ages 16 and older in Ireland had viewed video-on-demand (VOD) in the six months leading up to polling. Viewers skewed young, with respondents ages 16 to 44 accounting for more than two-thirds of the total. Usage was evenly split between males (49%) and females (51%).

Laptops were the most popular screens for video on demand distribution, used by 67% of viewers. Despite their smaller screen size, smartphones—which eMarketer expects 3.0 million consumers of all ages in the country, or 60.5% of the population, to use this year—beat out tablets for second place, at 49% vs. 35%. Set-top TV boxes and desktops were each cited by around one-quarter of respondents, while smart TVs and game consoles didn’t break 20%. However, IAB Ireland reported that smart TV usage for VOD viewing was on the rise among viewers younger than 45. Fully 23% of those ages 16 to 24 used such a device, as did 21% of the 25-to-44 group.

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