As video consumption rises, millennials’ attention span for ads shrinks to five seconds: Report

Periscope and Facebook Live some of the much-promised mediums of viewing for these upcoming generation, Fulgoni believes is more dependant on the length of the viewing period of an episode.

Discussing the video consumption behaviour of millennials, comScore CEO, Gian Fulgoni, remarked on the attention span of millennials for advertisements, which he believed would be five to six seconds.

In an interview, on CNBC, comScore figures showed that 61 percent of these millennials used smartphones to watch videos whereas only 25 percent used desktops, followed by TV and tablets. Video consumption behaviour is deemed to be different for the next segment of millennials as against the older ones. Moreover, with extensive use of periscope and Facebook Live, these days most of these millennials have a shorter attention span, which reflects on the length of the time of an episode, suggests the report.

Periscope and Facebook Live, the favoured video consumption platform of millennials, Fulgoni believes, are more dependant on the length of the viewing period of an episode.

"There is a fundamental shift on how video is consumed, it will have a dramatic effect on a lot of different areas of businesses," he said, focussing on advertisements, where the advertisers may have to start running ads which are not only short, but effectively sell their case in that short length.

According to the comScore CEO, the engagement of these millennials with Facebook was 95 percent, much higher than Snapchat. Meanwhile, YouTube was still the most used when it came to mobile videos.

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