Facebook declines, Netflix gains with US, European viewers | Media Analysis | Business
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Research from Ampere Analysis has shown that while the YouTube juggernaut is driving on in the online video market, Netflix is growing strongly and outshining social media giants such as Facebook.

ampere onlinevideo 2July2019The research found that all Internet users were most likely to have watched a video on YouTube in the last month with Google’s video offer having the largest reach in all countries except the UK where the BBC iPlayer holds sway — and which is the only country under study where fewer than half of people watched YouTube in the last month — and China where iQIYI dominates. With the exception of the UK, Japan and France, more than three-fifths of people in each country watched YouTube in the last month.

Internet users in Europe were found to be much more likely to have watched a catch-up service in the last month than those in the US. Overall SVOD viewership was higher in the US but there was little difference when it came to social video.

Meanwhile Netflix extended its lead over Facebook as the second most popular service. Since Q3 2016, US and European viewers of videos on Facebook have declined from 28% to 23% of internet respondents. YouTube also recorded a slight decline from 70% to 66% yet over the same period Netflix viewers increased from 22% to 37% of internet respondents, while Amazon viewers increased nine points.

“YouTube’s global dominance in this space is evident in its monthly usage,” said Ampere Analysis consumer research lead Minal Modha. “The differences in viewing between the USA and Europe in relation to catch up and SVOD services is interesting because it shows that SVOD providers will have to work harder in Europe to grow their share as they take on traditional TV channels’ catch-up services. This could be through their catalogue, price-points or communications strategy.”