The way audiences watch TV and consume video content is undergoing a significant transformation. To gain insights into these shifting habits, Brightcove commissioned research firm Vanson Bourne to conduct a study capturing a snapshot of today’s viewing behaviors.
The study surveyed 4,000 viewers across Europe, exploring their video consumption habits, preferences, and attitudes toward advertising.
SURVEY RESULTS
- Rise in video consumption via mobile devices and on multiple screens: While 75% of viewers still prefer PCs or laptops, more than a third watch video content on cell phones (33%) and tablets (34%). This trend highlights the ongoing demand for high-quality, cross-platform services. Additionally, 41% of European viewers watch video content on more than one screen.
- Viewing around the clock: Video consumption is no longer confined to traditional prime-time hours, though prime time remains the peak, with 55% of viewers tuning in. Increasingly, content is also watched during the day (24%), at night (15%), and in the morning (6%).
- Greater openness to advertising when content is free: The long-standing trade-off of free content in exchange for advertising has carried over to online video. While 41% of respondents find advertising “annoying,” many acknowledge its necessity. Over 40% said they accept advertising as long as the content is free.
VIEWER CATEGORIES
Based on viewing time, preferred devices, and age groups, respondents were divided into four categories:
- Digital natives: The youngest group, they watch the most video content and are highly digitally savvy. Often binge-watchers, they consume content across multiple devices, including cell phones (62%) and tablets (40%), sometimes simultaneously.
- Multi-screen junkies: Primarily Millennials (Generation Y), they watch content on multiple screens and have the least interest in traditional TV shows. Unlike other groups, they are willing to pay for high-quality content.
- Television devotees: Composed of Generation X, this group watches about seven hours of TV per week. They are most receptive to advertising during the evening, when they watch scheduled programs.
- Loyal viewers: The oldest and most traditional group, they primarily watch news and documentaries and consume the least video content overall. Interestingly, they often use additional screens while watching TV.
OUTLOOK
With the rise of new video services competing for attention, traditional broadcasters must adapt to stay relevant. Viewing habits have evolved and will continue to do so, driven by further technological innovations.
Despite these changes, viewer expectations remain consistent. They want relevant, varied, and high-quality content that either entertains or informs them. For broadcasters, the challenge lies in combining premium content with seamless delivery, intuitive discoverability, and advertising that is tailored to both the content and the audience. Planning for the future means meeting these expectations to remain competitive in a rapidly changing landscape.
