TV content online: why do users choose YouTube
People are paying less attention to what they watch on television. And although TV maintains a leading position among the media, for many it is already obvious that the interest of viewers towards online video services is shifting. At the same time, many users prefer to watch TV content online. We tell why this happens and how the consumption of content differs on television and on YouTube.
TV vs YouTube: features of content consumption
The popularity of online video is rapidly gaining momentum. 28% of users have watched online video for the past 6 months. While video services open a new format for focal interaction with content, the TV, while remaining an important attribute of the daily life of most of the planet, is increasingly going into the background. 65% of users surf the Internet while watching TV.
The principal difference in the consumption of content on TV and online provides the ability to select a device for viewing. Unlike television, online video gives more freedom and “mobility.” More and more people prefer smartphones – they account for 51% of views with an average duration of 30 minutes per day3. The longest (67 minutes a day) online video look on TVs, however only 39% of users choose these devices. Smart TVs are becoming an increasingly popular device for viewing long content. The growth in the share of smart TV for Internet access in 2015 was 29% 4. However, despite the rapid pace of market penetration, these devices remain a niche and are only an addition to the terrestrial TV.
Like the average Internet user, the YouTube user is younger and more active than the TV viewer. At the core of the online video audience are young people between the ages of 18 and 34. YouTube for them is a new TV. They spend about 9 hours a week on online video, and more than half of that time watch them on mobile devices. In addition, in America, already 4 out of 10 people under the age of 30 plan to abandon the services of cable TV in favor of video services.
Thus, YouTube and other video services have opened up for people who are accustomed to using several devices in their daily lives and quickly accessing the information they are interested in, an opportunity for more conscious consumption of content.