56% OTT viewers talk about products they see

The Interactive Advertising Bureau (IAB) has released The OTT Co-Viewing Experience: 2017, a study revealing that 56 per cent of those co-viewing on OTT say that they regularly talk about the brands or products they see while watching content on television screens. Moreover, brand-related multitasking behaviors are particularly strong among OTT co-viewers, including chatting on social media about the brands they see, conducting brand-related searches, and even making purchases online.

Source: 56% OTT viewers talk about products they see

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