According to the IAB Original Digital Video Consumer Study, one in four U.S. adults tune into original digital video programming at least once a month. The number of Americans who watch online video at least once monthly, increased year-over-year, up 13% from 52 million. IAB revealed that 53% of cord-cutter respondents and 63% of cord-never respondents said original video content was “very” or “somewhat” important in deciding to avoid pay-TV. 43% of cord-cutters and cord-nevers found ads on streaming video platforms “fun” or “more interesting” than those on traditional television. Experts suggest brands and media buyers need to be aware of the growth in popularity of original digital video and consider the variety of screens where this content is consumed. IAB surveyed around 1,900 U.S. residents over the age of 18 from April 7-14, 2015.