Wurl created the AMOV Index (Average Minutes of Viewing), to track and compare video viewing time by U.S. consumers across a variety of platforms and services. AMOV quantifies the penetration-adjusted usage (minutes of viewing) for each service across all U.S. adults. For advertisers, app developers, video programmers and others it’s important to know not just how many people use a device or service, but also how much they use it.
Average Minutes of Viewing per month per U.S. Adult
Click on chart bars for more information.
Viewing creates value.
When content creators, app developers and advertisers think about which video platforms to target, they consider both the minutes of viewing for an average user of the platform and the penetration of the platform in the target market (for example, Netflix believes that it generates 55 hours of viewing per average subscriber per month and that it has about 60 million subscribers).
We’re currently experiencing rapid changes in the endpoints to which video gets distributed. Market participants need to understand the opportunity on new platforms and services – connected TVs, retail STBs, pay TV, mobile, etc. As Ted Sarandos commented regarding Netflix’ content licensing strategy: “If I can get an enormous amount of viewing, I’ll pay an enormous amount of money.” (Quoted from “Distribution Revolution”, University of California Press, September 5, 2014).
Note: If you are one of the companies listed in the Wurl AMOV Index and wish to update or correct the data provided here, please email us at firstname.lastname@example.org.