From Teens to Adults, Everyone's Now Watching Online Video as Much as TV

Global study finds similar habits among ages 16 to 45

Globally, people are spending as much time watching online video as they spend watching TV, according to a new report from Millward Brown. That should bode well for brands trying to target cord-cutters or "cord-nevers," but digital promos annoy many viewers.

For Millward Brown's study, "AdReaction: Video Creative in a Digital World," the research firm polled more than 13,500 multiscreen viewers—i.e., people who own a TV and either a smartphone or tablet—in 42 countries on what they think about video advertising.

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