Mobile drives 20% annual increases in online video consumption

A new report by ZenithOptimedia and Newcast finds that the amount of time people will spend consuming online video each day will increase by 23.3 per cent in 2015 and by a further 19.8 per cent in 2016 (global averages). The study also includes online video forecasts and consumption trends for several countries in Asia-Pacific, detailed here.

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China: Online video viewers tend to be young and well off. 64 per cent of online video viewers are aged between 16 and 34, compared to 46 per cent of the general population, and 45 per cent are in the top two socioeconomic status levels.

China: In 2014 online video adspend increased by 58 per cent, compared to just 0.6 per cent for traditional television. Among the 20 largest advertisers in China, seven increased their online video budgets while shrinking their budgets for traditional TV.

Malaysia

New Zealand: Video consumption via smartphones has increased 42 per cent on last year. Users tend to watch short-form videos as they are concerned with mobile data usage. The extension into longer form video through mobile devices is influenced by access through Wi-Fi. While they like the ad based ‘free’ model, 82 per cent of smartphone users believe advertising should be tailored to their interests.

New Zealand

Singapore: Over 80 per cent of all online video consumption takes place at home, which means late evening is quite a popular time period for online video use.

Singapore: YouTube is the main video platform and enjoys an over 70 per cent market share in Singapore, with the most popular content being user-generated content, news, TV shows and films.

South Korea: The biggest online video platforms in this market are YouTube, NaverTVcast and DaumTVpot. They are mainly used by people aged between 10 and 39, who constitute more than 70 per cent of online video viewers.

South Korea: Both short-form and long-form videos are popular, particularly TV programmes that have already been shown on linear TV.

Taiwan: YouTube is the most popular video platform in Taiwan. Over 60 per cent of internet users have watched video clips on YouTube, and spend over 260 minutes per month on it. Besides YouTube, Taiwanese audiences prefer to stream content on Chinese platforms such as Youku & Tudou, IQIYI, PPStreem, and LETV. DailyMotion, famous for its quick update of soap opera content, is also popular.

Taiwan: Music videos are more popular than any other type. Also popular are movies and movie trailers or comments, funny content, TV shows and soap operas.