by Jessica Klein

Original, digital content is gaining on its cable counterparts. According to IAB research, about one in four (24 percent) US adults watch the former at least once a month, which marks a 13 percent increase from the year before.

The IAB’s “2015 Original Digital Video Study” overall shows how much original online video influences cord-cutters/nevers in terms of pay TV. These viewers are roughly twice as likely to watch original digital content as other US adults, and while 53 percent of cord-cutters considered this content “very” or “somewhat” important to their decision not to have pay TV, 65 percent of cord-nevers felt the same way.

This sentiment comes with more viewing on connected devices than ever before in the US. Viewers are watching video on connected TVs, tablets, and smartphones about twice as much as they were two years ago, with connected TVs becoming increasingly popular.

Perhaps most significant, 65 percent if these viewers were tuning into digital content during TV’s primetime, between 8pm and 11pm. A majority of those in the IAB’s study say this is happening because the quality of digital programming has gone up.

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This article was originally posted on VideoInk and is reposted on [a]listdaily via a partnership with the news publication, which is the online video industry’s go-to source for breaking news, features, and industry analysis. Follow VideoInk on Twitter @VideoInkNews, or subscribe via for the latest news and stories, delivered right to your inbox.