American adults prefer original digital video content to news, sports and daytime programming on television, and they like it almost as much as they do primetime TV, according to a recent report from the Interactive Advertising Bureau (IAB) and GfK.

Some 22% of American adults now watch original digital video content each month, bringing the monthly audience size to 52 million—a 15% increase since 2013—the study found.

Watching original online video content is particularly popular with younger adults age 18-34 (39% do so) and males (25% do so).

Younger viewers and men are also more likely to watch other digital streaming video types, such as TV programs online and amateur videos.

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji