Technology has permanently changed the way we interact with each other. For businesses, charities and public sector bodies, it has opened up entirely new ways to communicate with the people who use our services. But just as quickly, technology is reshaping the way those same people consume content. As content creators, we need to keep up with shifting online video viewing habits and shape our output accordingly.
Here are 4 statistics that show how people are consuming online videos in 2017 – and all of the attendant opportunities and challenges that come with that.
1) YouTube is the new prime time TV
During the peak viewing hours (8pm until 11pm), YouTube on mobile devices reaches more adults than any of the major US cable networks. That’s without even counting the viewing figures for non-mobile devices. While we only have data for the US, it’s likely that prime time figures are similar in other countries with high smartphone and tablet ownership.
Source: Think With Google
2) Mobile isn’t always… well, mobile
We know that mobile video viewing is still on the rise. But our assumption is always that people are watching these videos in public, while on the move and with limited time. That’s certainly still true for many people. However, data about online video viewing habits shows a much more complex picture. Two statistics from Google are interesting in this respect:
- Around 75% of adults watch YouTube on their mobile devices at home (source: Think With Google),
- Secondly, the majority of YouTube viewing on mobile occurs during prime time (source: Think With Google).
It seems that people watching YouTube videos on their mobiles are not always behaving as we might expect. As such it makes sense to segment mobile viewers, based on their online video viewing habits at different times of day. It’s a great way for us to provide more relevant content.
3) Video engagement drop off is highest between 2 and 6 minutes
Different videos lengths suit different types of content and marketing objectives. However, it turns out that content that falls into specific time categories also leads to some very interesting variations in engagement habits.
This insight comes from a large scale analysis of over half a million videos by Wistia. It revealed that engagement is at its highest up to two minutes in video length. No surprises there. What is surprising, however, is that there is very little variation in engagement rates for any length of video between zero and two minutes. Then between two minutes and six minutes, engagement fell off dramatically. This suggests that every second counts in this range. After that, the six to 12 minute range is then relatively stable, followed by a smaller drop off from then on.
Of course, video length isn’t the only factor that leads to success. But it’s certainly worth considering these online video viewing habits during the shoot and edit, once you know which length category your content is going to fall into.
4) People remember online adverts better than you think
It can be hard to hold people’s attention in a world of skippable adverts, proliferating content hubs and an exponentially expanding pool of video content. However, if you do manage to grab people’s attention, it seems that you can be fairly sure that they really do care about your message. According to Hubspot, 55% of people consume video content thoroughly (compared to just 23% for podcasts and 32% for long form business content). Secondly, according to Google, YouTube mobile viewers are 2x more likely to pay attention to videos than TV viewers are to content viewed on TV. All in all, that’s pretty good for those advertisers and marketers who manage to catch people’s attention with an online video.
Make your videos relevant to online video viewing habits in 2017
When you make videos these days, it’s not only about good creative and high quality production. You need a strategy that takes into account people’s online video viewing habits at different stages of the sales funnel. You need to know how to get that content in front of those people in the right way, at the right time. If you think this sounds like something your business needs, head over to our contact page and find out how we can help you.