Video streaming
is increasingly becoming popular. It not only offers a good source of
entertainment to different types of audiences, but also provides ample
opportunities to video advertising companies. An upthrust to video
streaming in the past few months has been provided by the coronavirus pandemic.
A survey was
conducted in June 2020 by Google to learn about the viewing habits of
thirty-five hundred adults in the United States. The survey identified some key
video streaming trends that will help marketers and video ad agencies to
better understand the evolving landscape of video streaming. Here are the
trends revealed by the survey -
Coronavirus
pandemic has increased video streaming usage
The study has
revealed that currently seventy-nine percent of American households avail
ad-supported and paid streaming services. Six months ago, this figure was
seventy-six percent. The usage of paid streaming services has grown more in the
last six months in comparison to the whole of 2019.
People always
want to use free, ad-supported streaming services
Although study
participants said that they use more paid services now in comparison to what
they did six months ago, they want to have an upper limit on this number. On an
average, respondents are willing to maintain a maximum of 3 or 4 paid
subscriptions for a period of more than 6 months. While survey participants
want to use only a limited number of paid streaming services, they always want
to use free, ad-supported services such as YouTube. This is a great news for YouTubemarketing companies.
YouTube is the
top streaming service for user and creator-generated content
Taking into
account both paid and ad-supported video streaming services, people are now
watching 25% more news content and 27% more creator-driven video content in
comparison to last six months. Participants also stated that they are now
watching 17% less sports programming. For watching user and creator-generated
video content, survey participants named YouTube as the top video streaming
service. The mammoth user-generated content on YouTube offers a huge
opportunity to marketers that run contextual video advertising
campaigns.
Long-form
content is getting popular and dependence on streaming services to discover
content is increasing
46% of the survey
participants said that they are now more likely to view videos that are more
than twenty minutes in length than they were 6 months ago. Participants also
said that they are depending more on video streaming services in order to
discover new video content to watch. 40% of the survey respondents stated that
they are more likely to view video content on the basis of what they discover,
compared to twenty-one percent who are more likely to view content on the basis
of a friend's recommendations than they were 6 months ago.
Return to
normalcy may lead to cutting down on paid streaming services
Survey
participants stated that the relaxation of safety measures associated with the
coronavirus pandemic such as staying indoors may have an impact on their video
streaming habits. Little more than a quarter of the participants that use paid
video streaming services, are looking forward to cancel at least one of
their paid subscriptions in the coming twelve months.
It is likely
that paid streaming services will continue to witness ups and downs in terms of
the number of subscribers. Free and ad-supported video streaming platforms such
as YouTube offer a more stable option to marketers. YouTube marketing
companies can capitalize on the YouTube's huge popularity and enormous
content to run high-performance YouTube video campaigns.
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