Viewing on OTT devices may earn brands more buzz than linear TV. It turns out 56% of 13-64-year-olds who watch OTT content together discuss the products and brands they notice. According to the Interactive Advertising Bureau, OTT social viewing “tends to occur among younger viewers, and with strong brand engagement.” They’re also more likely to purchase a product online than the average viewer: 32% of OTT co-viewers said they would, compared to 23% of typical TV watchers. (eMarketer)
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