Consumer Analytics

Internet Video Consumption: Up 3x Since 2010

by Parks Associates | Jun. 1, 2015

Internet video consumption continues to rise with the average person now watching 13 hours of video per week. Rather than cannibalizing the consumption of broadcast, pay-TV, and packaged media content, however, Internet video appears to be increasing overall consumption levels.

For three key consumer segments, Internet video accounts for more consumption than broadcast and pay-TV sources. Avid Viewers and Travelers began watching more Internet video than broadcast and pay-TV video around 2013, and Internet video has been the biggest source of video for Multiscreeners since 2010.

Mobile devices are also contributing to Internet video consumption but, while a higher proportion of consumers employs mobile devices to watch video than in previous years, the overall volume is low when compared to big screen devices like televisions and computers. Consumers often use their mobile devices for shorter videos like YouTube videos and clips, while saving the large screens for full-length TV shows and movies.

Despite the growing volume of Internet video consumed, data suggests that consumers typically watching video from only a handful of sources. Most consumers watch full length content from just one to two websites or apps Likewise, consumers usually only pay for one or two subscription OTT video services.

These trends highlight the emergence of a few key players in the Internet video space, namely Netflix, YouTube, and Amazon, that have achieved substantial reach and volume amidst a fragmented sea of alternatives that have yet to achieve substantial scale.


Parks Associates

Parks Associates

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