Premium video has seen growth in Europe over the past quarter despite the implementation of GDPR, according to Freewheel’s Q2 2018 Video Monetisation Report (VMR).
The report says in Europe, despite the arrival of new data regulations with GDPR, premium content saw an increase of 31 per cent in ad views and 22 per cent in video views during the second quarter of the year, compared with the same period in 2017.
The report says the increase was driven in part by this summer’s FIFA World Cup. Viewing on television sets captured almost a third (30 per cent) of all ad views during the period.
Data from report indicates three key trends across Europe between April and June this year:
- Premium video continued to flourish across all devices and platforms. STB and OTT saw year-over-year growth of 21 per cent and 41 per cent respectively, while mobile ad views grew by 46 per cent compared to 2017
- As streaming services continue to grow in popularity, broadcasters are reacting to the competition. Sky is building Netflix into its premium service, while others are collaborating – the BBC, ITV, Channel 4 and network operator Arqiva are joining forces to invest in the Freeview platform, to offer combined free-to-view, live and on demand television
- Premium video continues to be an engaging format for viewers, as ad completion rates remained high in Q2, with pre-roll completion at 91 per cent for both live and full episode, and mid-roll completion rates at 94 per cent for live and 96 per cent for full episode.
Thomas Bremond, general manager, International, Comcast (which owns Freewheel), said: “As the convergence of linear and digital capabilities continues, premium video is perfectly placed to own a greater portion of the marketing funnel. Success will depend on the industry enhancing targeting and measurement capabilities, while still providing a brand-safe environment and engaging user experience.”
