VAB's New Chart Claims Premium Video Co-Viewing Drives 33% Higher Attention Than YouTube
TLDR
VAB released an infographic claiming premium video co-viewing generates 33% higher attention lift than YouTube on connected TV, based on 2024-25 TVision panel data.
The Video Advertising Bureau (VAB) published a new chart asserting that premium video co-viewing delivers 33% higher attention lift compared to YouTube on connected TV, citing 2024-25 TVision panel data showing attention lifts of 5%, 14%, and 18%. However, the chart omits key methodological details including sample size, measurement dates, and session rules, leaving the basis and reliability of those figures unclear.
