Some 59 million Americans are watching original digital programming at least once a month, up 13 percent from a year earlier, according to a new study of consumer digital video habits from the Interactive Advertising Bureau.

The hard to reach younger audience are prime users.

“Original digital video programming is attracting a growing audience — especially younger viewers 18 to 34 who are highly desirable to many advertisers,” said Sherrill Mane, senior vice president of research at the IAB.

The report is slated to be released Wednesday as the Digital NewFronts for advertisers winds down.