After looking at Thinkbox’s annual report of the UK video world, we’ve noticed that it hasn’t gotten any less complicated in 2017. Thinkbox has also unveiled a new methodology from ComScore which they have used to build into the analysis.
This means that, in the absence of a single source of measurement for all video viewing, and with Netflix and Amazon typically not divulging viewing numbers, Thinkbox now has the best available data to help teach us about our video viewing habits in the UK. The methodology will be featured in our final blogpost of this 4-part blog series.
TV accounts for 95% of video advertising seen
First thing’s first, the bit of info that will stand out to all advertisers and brands. The TV ads are viewed in full, with the sound (most likely) turned on and with unrivalled effectiveness.
For 16–34s, TV advertising accounts for 90%. In 2017, YouTube accounted for 0.9% of video advertising time for all individuals and 2.9% for 16–34s. Netflix and Amazon accounted for none (as they won’t unsurprisingly release their data).
TV accounts for 71% of all video viewing
A caveat: we can confidently say ‘viewing’ when we talk about TV, cinema and SVOD, for example, but not all video activity is strictly speaking viewing (or by humans). For example, a massive chunk of YouTube activity is where the service is being used more for listening to music.
Irregardless, in total, the average person in the UK watched 4 hours, 39 minutes a day of video in 2017. TV’s share of total video time in 2017 was slightly down from 2016, a total of 4% points fewer. The astonishing choice of video on offer has unsurprisingly taken a slice of time from watching TV – most likely the TV we watched more as a compromise than a choice.
Keep an eye out for Part 2 coming up real soon for more info on the viewing habits of 2017. To find out more about TV advertising you can learn more about what we can do here.