TV ‘still dominates’ video consumption
June 7, 2016
TV companies and trade bodies from around the world have reminded marketers about TV’s enduring popularity and strength as an advertising medium.
TV trade bodies from around the globe, including Germany, Spain and the Netherlands, have recently published reports to put video consumption in perspective.
The studies echo recent research by Thinkbox (the UK’s TV marketing body) and the VAB (the American Video Advertising Bureau) which showed how TV continues to dominate the video lives of all generations.
How TV dominates the video landscape
In the UK, TV accounts for 76 per cent of total average video consumption, whilst YouTube accounts for 4.4 per cent of video viewing. For 16-24s TV accounts for 57.5 per cent of all video, compared to 10.3 per cent for YouTube.
In the US, ad-supported TV maintains a substantial time spent advantage against YouTube among millennials (18-34) (86 per cent vs. 14 per cent). According to the VAB, a TV show’s monthly audience is on average 50 per cent higher than the average YouTube channel’s video views (and its TV audience per episode is 6 times higher than an average YouTube video).
Austria, for any given 15 minutes spent watching video content, 79 per cent is live TV for the 14+ target group and 60 per cent for 14-29 years’ old.
In Australia, broadcast TV dominates video consumption. Australians spend 85 hours a month watching linear TV, accounting for 84.5 per cent of all screen-viewing time. In addition to this, viewers also spend 112 minutes a week watching internet delivered Broadcast TV across a range of different screens. For 18-49s seven in every ten hours of screen viewing is spent watching Broadcast TV on a TV. 90 per cent of all TV viewing is watched live.
In Belgium, 71 per cent of the total video volume seen on any screen is spent with linear TV (live and time shifted), whilst VOD – via TV operators or pay-TV services – represents 15 per cent of this total video consumption. If one focuses on young target groups (15-24), online video represents 18 per cent of this volume (an addition of online TV platforms, social networks and other websites), with 8 per cent which can be attributed to YouTube and 10 per cent to other websites.
In Canada, millennials (18-34) spend 19 hours watching TV each week, 6 times more than the time spent watching YouTube.
In Germany, 90 per cent of video usage can be attributed to TV (live +3 days, on the TV set), whilst 3 per cent can be attributed to alternative means of TV distribution (i.e. non-TV set screens) and 5 per cent is spent watching free online videos. These numbers vary slightly when looking at the younger target group (14-49) but the trend remains the same: respectively 79 per cent, 5 per cent and 10 per cent.
In France, 70 per cent of 15-24s’ video viewing is to live TV rising to 80 per cent for 15+ population. 20 per cent of 15-24s video consumption is to “other forms of video” (incl. YouTube and IPTV) and only 6 per cent for the 15+ population.
In Ireland, live TV continues to dominate the world of video content: 71.6 per cent for all adults (15+) and 53.3 per cent for the 15-34s.
In Italy, YouTube represents 5.4 per cent of time spent watching video for 15-34s, whilst TV represents 88.8 per cent.
In the Netherlands, YouTube and other online video viewing only account for a few minutes of total video viewing per day (approx. 8 minutes vs. 70 minutes spent on TV) for teenagers. For the total population, the numbers are even clearer: on average, less than 3 minutes a day are spent watching YouTube compared to almost 160 minutes a day with TV.
In Russia, the story is no different, with an average of 15 minutes per day spent on YouTube compared to 289 minutes for TV (population 6+).
In Spain, TV dominates daily video consumption of 15-34’s, (57,8 per cent linear TV + 3 per cent Timeshift/VoD), whilst YouTube accounts for 16.7 per cent. Another interesting fact to note is that online video advertising accounts for 3 per cent of 15-34s’ total daily viewing time (of which YouTube accounts for 1.1 per cent).
In Switzerland, live TV accounts for 76 minutes (81 per cent) out of the total 94 minutes of daily video that 15-29s watch.
Said PEPPTV, the informal grouping of broadcasters’ trade bodies and sales houses: “Video is a confusing world with lots of numbers flying around. But despite the popularity and occasional hype around video services, this new international data underlines TV’s unmatched and continued popularity around the world. It is the world’s favourite video. We hope international marketers will base their decisions about advertising investment on these facts and TV’s proven effectiveness.”