FreeWheel: The new Primetime is now anytime

The traditional primetime period of 7pm to 1am is still the most popular time for audiences to watch content, regardless of the screen they’re watching it on, according to the most recent research of FreeWheel, Q2 Video Monetization Report. However, the provider of video ad management solutions for media companies, assures that “the new primetime is anytime”, after making an analysis that examines the state of the video market. The research shows that for the most part, overall consumption remains consistent throughout the day with relative share shifting across content durations and device types as the day progresses. According to FreeWheel, 30% of total daily ad views occur during this period, while OTT streaming devices and smartphones accounts for 10% of video ad views. The survey found that such mobile devices now account for more than one in five video ad views, reflecting triple-digit growth over the last two quarters. While long-form on-demand and live streams are the two fastest growing content dimensions, at 26% and 146% growth respectively, year-over-year.