Online TV - GlobalWebIndex Infographic - 2018

Download PDF
0 downloads 155 Views 2MB Size Report
Comment
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.