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Online TV - GlobalWebIndex Infographic - 2018
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Online TV - GlobalWebIndex Infographic - 2018
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who watch TV catch-up or subscription services on the following devices each month. Mobile Viewing. % who say they use a
Online TV ENGAGEMENT WITH ONLINE TV
Time Spent Watching Online TV 29%
0:00 - Average daily h:mm spent watching online forms of TV 00% - % of total TV viewing time that is online
35%
28%
44%
35%
North America
ACCESSING TV ON-DEMAND IS THE NORM FOR YOUNGER GROUPS AND ONLINE MAY SOON OVERTAKE BROADCAST
32% 0:43
1:06 1:15
31%
ONLINE FORMS OF TV NOW CAPTURE OVER A THIRD OF TOTAL DAILY TV TIME
1:19
28%
0:45
1:01
0:33
1:02
Latin America
42%
39%
33%
24%
15%
16-24
25-34
35-44
45-54
55-64
26%
Asia Pacific
Europe
1:03
29%
24%
1:13
Middle East & Africa 2012
2013
2014
2015
2016
2017
Types of TV Watched
THE MAJORITY WATCH A COMBINATION OF BROADCAST AND ONLINE TV FOR CONVENIENCE AND FLEXIBILITY
% who watch the following types of TV each week
Watch TV in any form
Almost 90% of those who watch TV catch-up or TV subscription services also watch broadcast TV weekly
Only 10% are broadcast-only viewers and just 3% are online-only viewers
Watch television live as it is broadcast
Watch a TV channel's catch-up/on-demand service
Watch subscription services such as Netflix
TOTAL
85%
76%
52%
45%
16-24
80%
67%
53%
50%
25-34
85%
74%
57%
53%
35-44
88%
81%
54%
45%
45-54
89%
82%
43%
32%
55-64
91%
86%
38%
26%
ONLINE TV DEVICES
Online TV Devices
Mobile Viewing
% who watch TV catch-up or subscription services on the
% who say they use a mobile to watch TV on-demand or
following devices each month
subscription services
41%
34%
32%
22%
REGION
AGE
21% 10% 4%
63%
35%
31%
15%
Advertisers face a multi-channel challenge to get the best returns on marketing efforts
16-24
6%
27%
25-34
35-44
45-54
55-64
13%
Asia Pacific
Europe
25-34s watch TV across the most devices (averaging more than 2)
The average digital consumer watches TV on two different devices
11%
Latin Middle East North America & Africa America
On-the-go viewing is important for 16-34s and APAC – more watch online TV on a mobile than a PC
THE OTT MARKET
Netflix vs Amazon Prime Video Engagement
Free vs Paid-For Accounts
% who have used the following in the last month
% of Netflix and Amazon Prime Video Users who have the following type of account
40% 22%
31% 29%
26% 13%
71% 10%
25% 16%
65% 31%
63% FREE, TRIAL OR AD-SUPPORTED
52%
48%
37%
PAID-FOR
TOTAL
Asia Pacific (exc. China)
Europe
Latin America
Middle East & Africa
North America
Paying for a TV/Film Streaming Service Almost twice as many use Netflix as Amazon Prime Video, thanks to its firm hold on the Americas
6 in 10 Netflix Users are sharing an account vs. 45% of Amazon Prime Video Users
PAY FOR A TV/FILM STREAMING SERVICE EACH MONTH (%)
19%
Netflix Users are more likely to use a paid-for account and to be account sharing
35%
18% 30%
24% 39%
20% 38%
15% 38%
13% 42%
16-24
25-34
35-44
45-54
55-64
North America is the most likely to be paying and has the highest ratio of payers to users (46%) TOTAL
Global vs Local OTT Services
RATIO OF PAYERS TO USERS (%)
U.S.A.
UK
Germany
India
% who have used the following services in the last month
Global services need to localize content to contend with home-grown players who produce culturally-relevant content in local languages
Netflix
66%
BBC iPlayer
59%
Amazon Prime Video
30%
Hotstar
66%
Amazon Prime Video
34%
Netflix
47%
ZDF Mediathek
24%
Amazon Prime Video
47%
Hulu
29%
ITV Hub
36%
ARD Mediathek
23%
Sony Liv
45%
HBO Go
10%
All 4
33%
Netflix
23%
Netflix
40%
HBO Now
10%
Amazon Prime Video
28%
RTL TV Now
13%
VOOT
36%
THE POTENTIAL FOR SOCIAL TV
The Rise of Social Video Viewing
Engagement by Region (2017)
TV could easily transfer over to the social platforms which many already use for watching videos
% of internet users who have watched a video on Facebook, Instagram, Twitter or Snapchat last month
71% 51%
56%
67%
56%
57%
44%
38%
2015
2016
2017
Asia Pacific (exc. China)
Europe
Latin America
www.globalwebindex.net | @globalwebindex
Middle East & Africa
| +globalwebindex
North America
Social TV will bring new opportunities for marketers – increased reach, more data and refined targeting
Unless stated otherwise, all figures are drawn from our Q3 2017 wave of online research among 94,314 online adults aged 16-64.
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