There has been much discussion recently on the way consumers are viewing video content…
Whether via YouTube, on-line or TV channels, bringing to the forefront the question of whether broadcasters need to evolve in line with viewer expectations of video.
The following statistics show our consumption of video content
*In 2015, 61.6% of all video viewing was on Live TV
*14% of video content accessed was on Playback TV.
*38.5% of users viewed videos online
* 56% of 16-24 year olds consumed videos online
*YouTube has reached more 18-34 year olds on mobile alone than any commercial TV channel in the UK and 50% of those aged between 16 and 34 have accessed YouTube on a TV set.
* 90% of this age group own smartphones and 60% own tablets.
* 41% of this age group said that they would choose YouTube above TV as a source for videos.
* 59% of this age group are more likely to find content on what they are interested in by searching on YouTube.
* YouTube claim brands should consider pushing 24% of their TV budgets into Youtube in order to reach younger audiences
The reason for these increasing video online stats is simply control, convenience and content relevancy. Basically put, viewers can watch what they want, when they want and how they want to….as a platform for advertising, however, it still needs to mature.
This said TV remains at the forefront for video viewing and it remains extremely effective as a mass-reach advertising medium. Where Online video advertising does not offer the same mass reach in a single moment from brand awareness which is possible with TV, it does allow advertisers to utilise data to offer personalisation, allowing the targeting of the right creative treatment of the right product to be put in front of the right person at the right time.
TV is beginning to move in the right direction offering personalisation with connected TVs and set top boxes. Sky, have made progress with Sky AdSmart and Sky Advance, offering advertising based on location, household demographic, and viewing behaviour.
So, TV remains a powerful and effective medium, but in order to continue to thrive broadcasters must invest and collaborate in the areas of technology, data and strategies to seize the moment and evolve. If broadcasters manage to evolve, delivering all things to viewers and advertisers, from mass reach to mass personalisation – TV will remain the leader in video consumption. But we have to consider that the two fulfil different roles in our happily co-existing..
Want to find out more on the benefits of using television YouTube or both? Get in touch with The Media Angel on 02921 320 200 or [email protected] to find out how your brand can be seen on a local, regional, national basis.