2020 saw significant increases in video consumption compared to the previous year, particularly during the two lockdown phases. Looking in more detail, it emerges that it is above all in the use of digital videos (via smartphone, pc and tablet) that the time spent in front of the monitor has significantly increased. Trend confirmed in the first months of 2021: in January, the average time per person recorded a + 52% compared to the previous year for digital videos, against + 11% for traditional TV.
It is one of the data that emerged from a research by Sensemakers, carried out by integrating data from Auditel, Camscore’s Audience Analytics and an ad hoc research conducted on “heavy users” of online video. Among the latter, it emerges that those who consume digital videos at least 2/3 times a week, in 80% of cases habitually watch the contents offered by the so-called SVOD – Subscription Video on Demand, such as Netflix or Amazon Prime Video, while it amounts to 64% the percentage of regular users of AVOD – Advertising Video on Demand content (based on the YouTube model).
Trends also confirmed by Auditel’s Digital measurement: comparing the second half of 2020 with that of 2019, it emerges that overall views have grown by 63% and the related time spent by as much as 136%.
What and how you look
Streaming films and TV series are mainly watched (over 50%), followed by various entertainment and sports content. As for SVOD services, 39% of the choices are guided by the suggestions and recommendations of the platforms themselves, while for 32% by the advertising promotion of the so-called Hero Titles. The desire to review a program is instead the main driver (36%) in the search for content proposed by AVODs.
In viewing streaming video content, the importance of connected TVs, which are used by 78% of heavy users, significantly increases. Given that it grows further in the age group from 35 to 44 years, with cohabiting children, with high income and level of education and residents in large urban centers Another element that emerged from the research is that connected TV is watched together: in 70% of cases with another person, in 32% with two or more other people.
Thanks to the two lockdowns, the predisposition to subscribe has increased and the cost factor is the main criterion of choice. But, while the propensity to spend per month increased from 23.7 to 27.2 euros per month, the maximum number of subscriptions that one is willing to subscribe remained unchanged at 2.3. If we consider that almost 60% of heavy users would be in favor of inserting advertising to obtain a reduction in subscription costs, a great opportunity opens up for connected TVs, with their ability to provide profiled and more interesting advertising for the target audience.
