Total cross-platform viewing time continues to decline as online gains momentum

The study found that online long-form video — having a duration of 15 minutes or longer — was the non-linear TV type gaining the most popularity. Average viewing times for online long-form video expanded by six minutes per-person, per-day, year-on-year in 2018. Online long-form was a key area of growth across all markets, driven largely by online subscription video services such as Netflix. IHS Markit suggested that existing pay-TV customers were more likely to subscribe to OTT video services with a growing preference towards online video players when looking for something to watch. – Rapid TV News »