1 TV Online Amateur Original Digital Video Source: © Gfk 2016 IAB 2016 Original Digital Video Consumer Study April Q: Have you ever watched any of the following original digital video shows or visited their sites below? TV Online- Network TV shows online, e.g. Pretty Little Liars, Walking Dead; Amateur- created by regular people; looks and feels home made; Original Digital Video- professionally produced video only for ad-supported online distribution and viewing (not TV). Those who only watch non-ad supported ODV (Netflix, Amazon) were not included. Usage of Streaming Video Types Adults 18+ Consumers View TV Online More Often Than Amateur and Original Digital Video

Monthly+ Usage of Streaming Video Types Age vs. Age 35+ More Adults Stream TV Online Than Amateur or Digital Video Source: © Gfk 2016 IAB 2016 Original Digital Video Consumer Study April Q: About how often do you watch [TV shows online/amateur video online/original digital video] using any device (computer, smartphone, tablet, Internet-connected TV)? TV Online- Network TV shows online, e.g. Pretty Little Liars, Walking Dead; Amateur- created by regular people; looks and feels home made; Original Digital Video- professionally produced video only for ad-supported online distribution and viewing (not TV). Those who only watch non-ad supported ODV (Netflix, Amazon) were not included.

Monthly+ Usage of Streaming Video Types Adults 18+ Pay TV vs. Cord Cutters/Nevers Source: © Gfk 2016 IAB Original Digital Video Consumer Study, April 2016 Q: About how often do you watch [TV shows online/amateur video online/digital video] using any device (computer, smartphone, tablet, Internet-connected TV). TV Online- Network TV shows online, e.g. Pretty Little Liars, Walking Dead; Amateur- created by regular people; looks and feels home made; Original Digital Video- professionally produced video only for ad-supported online distribution and viewing (not TV). Those who only watch non-ad supported ODV (Netflix, Amazon) were not included. Cord Cutters Seek Out TV Content Online

4 Ability to watch on my schedule Ability to pause/start/stop anytime Ability to watch old episodes/reruns Ability to choose programs/shows Ability to watch multiple episodes in one sitting Very/somewhat satisfied watching this way Like Best About Viewing Experience- Top 5 Monthly+ Users of Video Type Source: © Gfk 2016, IAB Original Digital Video Consumer Study, April Q: Overall, what do you like best about the experience of watching [video type]? Q: Overall, how satisfied are you with watching each of the following types of online video? TV Online- Network TV shows online, e.g. Pretty Little Liars, Walking Dead; Amateur- created by regular people; looks and feels home made; Original Digital Video- professionally produced video only for ad-supported online distribution and viewing (not TV). Those who only watch non-ad supported ODV (Netflix, Amazon) were not included. Viewers Express Higher Satisfaction with TV Online Content Than Amateur OR Original Digital Video TV Online Amateur Original Digital Video Funny/Humorous Fun/Entertaining/Enjoyable Shortness of videos Interesting Ability to watch on my schedule Very/somewhat satisfied watching this way Ability to watch on my schedule Interesting Ability to watch multiple episodes in one sitting Funny/Humorous Very/somewhat satisfied watching this way Fun/Entertaining/Enjoyable % % %

5 Ads Statement Association Monthly+ Users of Video Type Source: © Gfk 2016, IAB 2016 Original Digital Video Consumer Study, April Q: Which type of online viewing listed best matches each statement? TV Online- Network TV shows online, e.g. Pretty Little Liars, Walking Dead; Amateur- created by regular people; looks and feels home made; Original Digital Video- professionally produced video only for ad-supported online distribution and viewing (not TV). Those who only watch non-ad supported ODV (Netflix, Amazon) were not included. Ads In TV Online Content are More Memorable Than Ads In Amateur OR Original Digital Videos