This week marks the launch of our 2019 Global Video Trends Report.
Surveying 9690 people across seven countries, we explore how different consumer segments behave across the video industry, and where they are spending their money. We find out how content creators, broadcasters and marketers can ensure video resonates with a 21st century audience, and how brands can connect to consumers through video marketing.
Here is the executive summary of our findings. To read more, access the full report here.
The way consumers watch TV and video has changed
Despite its huge reach, most consumers rank linear broadcast TV as their 3rd choice for video, while smartphones are now the most popular device for watching video worldwide.
Mobile viewing is a key factor in the huge growth of social video, with penetration now greater than 75% in all markets studied. The shift in media consumption has impacted business models for video services, with more people paying for online streaming services than pay-TV. This move to OTT is seen in all markets in this study, with more than 50% of consumers choosing to pay for an online video service.
The growth of mobile video has played a part in changing how consumers pay for television – 43% of consumers that have cut the cord are watching video most often on a smartphone.
Much of the commentary about changing media viewing habits has focused on younger segments, the Millenials and Gen Z. The results of this study show that mobile, social and online viewing is not restricted to younger demographic groups. All audiences under the age of 50 show a preference for OTT and mobile video. Flexibility, price and quality matter to consumers, something which is harder to deliver with the restrictions of linear TV.
The expectations of consumers for online streaming and social video have also changed. 18-25-year-olds suggest they are willing to spend on video services if the quality of the content and experience is good enough. Younger consumers want online video in the latest high-definition formats, such as 1080p/60FPS, 4K UltraHD and HDR video across devices.
The media economy must adapt
As TV and video move online, it impacts other parts of the economy, including advertising, sponsorship, and retail. Social video is now an important channel for online and offline commerce, with 2/3 of consumers reporting that social video viewing has impacted what they choose to buy.
Social video advertising is accelerating the adoption of OTT services and exacerbating the challenges for pay TV providers. 42% of 18-25s have looked to purchase online media subscription services after watching social ads.
The move to online streaming and social media does not signal the immediate death of TV, but it does highlight what needs to change. Consumers want video services which are low-cost, available everywhere, and with a usage model that allows them to escape the TV schedule if they choose. Sport remains the most popular live category, which will help each sport to retain rights value, but usage patterns suggest that for sports properties to maximize audience growth, they need a distribution model which moves beyond exclusivity on pay TV. Capturing audiences is about convenience, content availability, service quality, and price.
The future of TV is the internet, and the shift is happening now.
Read the full report here.