Report: Line between Internet TV and broadcast TV beginning to blur

Increasing availability of high-quality content available online and improved technology is improving viewer experience to the point where the distinction between online and “real” television has blurred.

In its quarterly Video Monetization report that looks at data from its own clients, FreeWheel said ad views in long-form content – video longer than 20 minutes – grew by 86% year-over-year, with ad views in short- and mid-form content growing 22% and 13%, respectively.

Ad views on live content, mostly sports with some live news, saw even more pronounced growth; Q4 2013 ad views were up 148% from the like period a year ago, according to the report, and now make up about 10% of ad views in streams served up by pay-TV providers and broadcasters.

Mobile devices continue to be a major source of growth with ad views up 178% in Y-o-Y, and tablets surging 136%.

The report also showed that ad loads were rising without, apparently, impacting completion rates. Ad-per break in the fourth quarter increased 14% to 3.2, compared to 2.8 in Q4 2012. Completion rates of long-form video stayed above 90%.

You can download the report here

Stay tuned.

Jim O’Neill is Editor of Videomind and Principal Analyst at Brightcove. You can follow him on Twitter @JimONeillMedia and on LinkedIn