Traditional TV still the world’s favourite video | Media Analysis | Business
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A collection of surveys from global TV trade bodies have given a stark reminder as to TV’s enduring popularity and strength as an advertising medium.

Thinkbox studyThe collection of surveys mirror the findings from research published by UK’s TV marketing body Thinkbox in March 2016 that found despite enjoying its reputation as a leader in multiscreen viewing in Europe, TV viewing in the UK is still dominated by traditional services.

The new research found that in the UK TV accounts for just over three-quarters of total average video consumption, whilst YouTube accounts for 4.4% of video viewing. For 16-24s TV accounts for 57.5% of all video, compared with 10.3% for YouTube. In comparison, in the USA, ad-supported TV maintains a substantial time spent advantage against YouTube among millennials by a margin of 86% to 14%. According to the VAB, a TV show’s monthly audience is on average 50% higher than the average YouTube channel’s video views (and its TV audience per episode is six times higher than an average YouTube video).

The research also found that in Germany, 90% of video usage can be attributed to TV (live +3 days, on the TV set), whilst 3% can be attributed to alternative means of TV distribution (ie non-TV set screens) and 5% was spent watching free online videos. When looking at a younger target group aged 14-49, these figures are 79%, 5% and 10% respectively.

Commenting on the findings, PEPPTV an informal European grouping of broadcasters’ trade bodies and sales houses said: “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.”
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