Mobile video viewing rises in key markets over Q1 2018 | Mobile | News | Rapid TV News
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An IHS Markit study of internet users in the US, UK, Brazil, Japan and Germany More has found that than half of those surveyed watched video content out of their homes at least once a month and of these a sixth did so on a daily basis.
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Moreover, as revealed in the Connected Devices and Media Consumption Intelligence Service report looking at viewing trends in the first quarter of 2018, four-fifths viewed content outside their homes at least once a month, and nearly a quarter of those who did, did so on a daily basis.

The analyst said that as portable devices become an increasingly popular way to access videos, the ability to view content outside the home is also a key factor in the video services consumers choose. More than half of respondents claimed the ability to watch videos on their mobile devices was somewhat or very important, rising to three-quarters among those aged 17–34. More than two thirds of 17- to 34-year-olds in homes with pay-TV subscriptions used their multiscreen services on a smartphone or tablet at least once a month, compared to just half of those between the ages of 35 and 54.

Not surprisingly, IHS Markit found that YouTube, Netflix and Amazon were the most popular video platforms in the five countries surveyed, beating pay-TV and broadcaster video-on-demand (SVOD) services in most markets in the first quarter of 2018. Netflix had the strongest crossover with pay-TV across all markets surveyed in Q1 2018.

However, the analyst noted that the popularity of these platforms varied according to geography. For example, YouTube was the most popular service in Japan, with 84% reporting it as their first choice when looking for something to watch, while Sky TV in the UK was the only pay-TV operator to maintain the top position in any country surveyed, with 30% of UK respondents claiming it is their first choice.

In terms of territories, Brazil had the highest incidence of out-of-home video viewing among the countries surveyed, with two-thirds of respondents viewing content at least once a week. Men were, on average, nearly twice as likely to watch video content out of the home on a daily basis than women, with the highest difference in the UK, where they were three times as likely. “In Brazil, Netflix overlap with pay TV is the highest, with three quarters of Claro TV and Sky Brazil customers taking Netflix alongside their pay-TV subscription,” said Daniel Sutton, analyst for TV media at IHS Markit. “Amazon overlap remains low in a market where Amazon Instant Video is only available on a standalone basis, with minimal localisation of content and where local players Claro Video and Globo Play see higher uptake.”

Looking at the general trends covered in the report, Fateha Begum, associate director for connected devices and media consumption at IHS Markit, observed that pay-TV operators in the regions surveyed were responding to the growth in online video by expanding distribution of their multiscreen services across devices and bringing third-party apps onto their own set-top boxes.

“In the UK, Virgin Media customers are twice as likely to have a Netflix subscription than Sky TV customers, highlighting the benefits of content discovery integration,” she added. “The extensive reach of online video platforms, covering customers from across the various pay-TV platforms and devices, threatens pay-TV service viewership and value perceptions. Bringing online video services to set-top boxes allows pay-TV operators to maintain and control their customer relationships and experiences, while presenting their platforms as the best way to find and view the widest variety of content.”