IAB Study: 26 Percent of U.S. Adults Now Watching Original Digital Video

Preferring on-demand options, 63 million watch it every month

A growing number of U.S. adults are shifting their viewing habits toward original digital video, according to a new study commissioned by the Interactive Advertising Bureau.

The audience of U.S. adults watching original video programs online at least once a month has grown to 63 million from 45 million in 2013 with users describing digital video as more "innovative," "memorable" and "fun," according to the study released today and conducted in partnership with Gfk.

In the study, shows that count as original digital videos (ODV) vary, ranging from content produced by media companies to online-only companies like Funny or Die or YouTube Originals.

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