adsynergy-The-Video-World-in-2017---Part-3

In Part 2 we got into a little depth about Thinbox’s use of the comScore data from 2017 video viewership and the fact that now the data for Youtube can be properly tracked and attributed. Now we’ve moved onto to Part 3 of Thinkbox’s analysis of  UK viewing habits from 2017.

Facebook now accounts for 1.2% of video time

This equals to about 3 minutes a day per person, which echoes Facebook’s own claims that 100 million hours of video are watched on Facebook a day. With 2 billion users globally, this averages out at 3 minutes a day per person. In 2016, Facebook accounted for 1.7% of video time, so there’s been no particular growth year on year.

Amongst 16-34s, TV accounts for 49% of all video viewing

This is actually down from 59% in 2016, when you take into consideration the inclusion and impact of comScore’s new methodology and the effect it has had on YouTube activity, which increased from 13% of all 16-34s’ video in 2016 to 22% in 2017.

SVOD viewing has grown from 4.1% to 6.4%

It’s likely that this growth has been at broadcaster TV viewing’s expense, which makes sense as SVOD (streaming video on demand) is essentially TV in the digital age and more homes now have access to SVOD services. As of Q4 2017, 10.2 million homes in the UK (43%) subscribed to either Amazon Prime or Netflix, according to the BARB establishment survey, up 23% from 8.3 million in Q4 2016. Based on Thinkbox’s viewing data estimates, this means that in homes with access to Netflix and/or Amazon Prime, the average viewer spends up to 50 minutes watching SVOD per day.

For 16-34s, SVOD has grown considerably from 9% to 13% of all video viewing. 54% of 16-34s have access to either Amazon Prime and/or Netflix according to the BARB establishment survey. In these homes, the estimation of how long 16-34s spend on viewing average is 1 hour, 3 minutes watching SVOD per day.

Life stage influences video consumption

Lacking a crystal ball, a time-machine or Mystic Meg, Thinkbox’s use of IPA’s Touchpoints study offers some interesting answers. It shows the impact that our life stage has on our viewing habits. For example, when looking within the ‘millennials’ generational group, it shows that as millennials get older they watch less YouTube and Netflix, and more TV. If they have kids, TV undoubtedly becomes even more popular. With 91% of the UK having internet access, 73% having VOD services on their TV and 81% carrying smartphones, it’s hardly unreasonable to think that this may now be an established pattern of behaviour.

The Video World in 2017 - Part 3

Stay tuned for Part 4 where we finally delve into the new methodology behind Thinkbox’s analysis of  UK viewing habits from 2017.

Previously: Part 1 / Part 2

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