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1、HOW WE WATCH NOWU.S.Consumer Streaming Habits on YouTube and Other Connected TV PlatformsAN INSIGHTS STUDY FROM PIXABILITYTABLE OF CONTENTS0305019Introduction&MethodologyWho Is YouTubes Massive AudienceThe Rise Of YouTube On TVConclusionKey TakeawaysViewing Habits Of YouTubes AudienceA Na
2、tion Of Cord CuttersWhat People Watch On YouTubeREPORT FINDINGSHow Consumers Watch Connected TV PlatformsHow We Watch Now-U.S.Consumer Streaming Habits on YouTube and Other Connected TV Platforms 2022 Pixability,Inc.All rights reserved.2INTRODUCTION&METHODOLOGY703 In January 2022,Pixabilitys insight
3、s team conducted an online survey of U.S.adults,with a goal of gaining insights into how consumers across the country were watching YouTube and other Connected TV platforms.We also wanted to understand consumer preferences around advertising and cable subscriptions.The goal of the survey was to help
4、 advertisers better understand how their target audiences are engaging with YouTube and other CTV platforms so that they can drive a greater impact with their video advertising strategies.U.S.adults surveyedJANUARY 2022:SURVEY IN-FIELDHow We Watch Now-U.S.Consumer Streaming Habits on YouTube and Oth
5、er Connected TV Platforms 2022 Pixability,Inc.All rights reserved.3KEY TAKEAWAYSYouTube has the biggest reach of all streaming platforms in the U.S.,with 87%of consumers saying they watch the platformPeople go to YouTube for lots of different kinds of content the average consumer in the U.S.regularl
6、y watches video from 15 or more content categoriesConsumers watch a ton of YouTube on average,a U.S.adult watches roughly an hour a day 1 HRWhile there are a lot of players in Connected TV,YouTube,Hulu,Roku,Peacock and Amazon Fire TV are the ad-supported players with the biggest followingOnly 25%of
7、consumers think theyll have a cable subscription within a few years,and 50%of 18-44 year-olds that have cable plan to cancel this yearTV Screens are where a significant amount of YouTube viewing occurs second only to mobile screensHow We Watch Now-U.S.Consumer Streaming Habits on YouTube and Other C
8、onnected TV Platforms 2022 Pixability,Inc.All rights reserved.4WHO IS YOUTUBES MASSIVE AUDIENCESECTION 01How We Watch Now-U.S.Consumer Streaming Habits on YouTube and Other Connected TV Platforms 2022 Pixability,Inc.All rights reserved.5WHO IS YOUTUBES MASSIVE AUDIENCEAlmost All(87%)U.S.Adults Watch
9、 YouTube,Making It The Most Watched Digital Streaming PlatformIf theres one thing Americans can agree on,its watching YouTube.Most advertisers understand YouTubes incredible reach,but some still see YouTube as primarily a way to reach young people.While YouTube has incredible reach across different
10、age groups,including reaching 94%of the valuable 18-34 year-old demo,even 67%of the 65+U.S.adults say they watch YouTube.Percentage Of U.S.Adults That Watch YouTubeQ.Do you watch YouTube?(U.S.-Only)18-2490.8%45-5490.2%25-3497.2%55-6482.2%35-4491.7%65+67.2%How We Watch Now-U.S.Consumer Streaming Habi
11、ts on YouTube and Other Connected TV Platforms 2022 Pixability,Inc.All rights reserved.6VIEWING HABITS OF YOUTUBES AUDIENCESECTION 02How We Watch Now-U.S.Consumer Streaming Habits on YouTube and Other Connected TV Platforms 2022 Pixability,Inc.All rights reserved.7FemaleMale18.9%10.9%14.4%15.2%18.9%
12、21.7%18.8%14%19.8%16.9%16.2%14.3%VIEWING HABITS OF YOUTUBES AUDIENCEMales Are Slightly More Likely To Watch YouTube Than Females,But Females Tend To Have Longer Sessions On AverageA slightly larger segment of U.S.males watch YouTube than females,but females edge out males in terms of average daily w
13、atch time.But both males and females watch a lot of YouTube each day 50+minutes on average.90%85%YouTube Daily Watch Time By GenderQ.How much time do you spend watching YouTube each day?(U.S.-Only)FemalesMales5 mins5-15 mins15-30 mins30 mins-1hr1hr-2hr2hrs+Average watch timeAverage watch timeWho Wat
14、ches YouTube?55 MIN50 MINHow We Watch Now-U.S.Consumer Streaming Habits on YouTube and Other Connected TV Platforms 2022 Pixability,Inc.All rights reserved.8VIEWING HABITS OF YOUTUBES AUDIENCEGen Z&Millennials Watch More Than 1 Hour Of YouTube Per Day On AverageYouTube Daily Watch Time By Generation
15、*Q.How much time do you spend watching YouTube each day?(U.S.-Only)Gen Z18.9%11.2%19.6%16.1%18.9%27.3%7%MillenialsGen XBaby Boomers18.9%11.2%19.6%16.1%18.9%27.3%25.4%19.8%19.1%17.4%10.1%8.3%14.1%7%13%15.2%20.7%16.3%20.7%7.4%12.1%14.9%12.6%19.1%34%Gen XBaby Boomers18.9%11.2%19.6%16.1%18.9%27.3%25.4%1
16、9.8%19.1%17.4%10.1%8.3%14.1%13%15.2%20.7%16.3%20.7%Baby Boomers7.4%12.1%14.9%12.6%19.1%34%5 mins5-15 mins15-30 mins 30 mins-1hr1hr-2hr2hrs+Gen X audiences are watching nearly an hour of content per day on YouTube not that far behind Millennial and Gen Z audiences.Marketers should remember audiences
17、of all ages are tuning in to YouTube,and for a significant portion of their video viewing.Mean watch timeMean watch timeMean watch timeMean watch time*For this report,we considered 18-24 to be Gen Z,25-44 to be Millennials,45-54 to be Gen X,and 65+to be Baby Boomers.54 MIN67 MIN62 MIN35 MINHow We Wa
18、tch Now-U.S.Consumer Streaming Habits on YouTube and Other Connected TV Platforms 2022 Pixability,Inc.All rights reserved.9WHAT PEOPLE WATCH ON YOUTUBESECTION 03How We Watch Now-U.S.Consumer Streaming Habits on YouTube and Other Connected TV Platforms 2022 Pixability,Inc.All rights reserved.10WHAT P
19、EOPLE WATCH ON YOUTUBEPeople Watch A Wide Variety of Content on YouTubeWhen we asked U.S.adults to select all the different categories of content they watch on YouTube,we found that most people are watching a vast diversity of content on the platform.U.S.males watch an average of 16 content categori
20、es on YouTube,while U.S.females reported 15 categories on average.In fact,45%of U.S.males watch 20+content categories on YouTube,compared to 31%of females.Percentage Of U.S.Adults That Watch YouTube Content Often Or Very Often By CategoryQ.How often do you watch the following types of content on You
21、Tube(U.S.-Only)025%50%75%Business&FinanceAutoFamily&RelationshipsEvents&AttractionsHome&GardenHealthy LivingScienceStyle/FashionPetsTravelNews&PoliticsSportsPop CultureTechnology&ComputingVideo GamingTelevisionFood&DrinkMoviesHobbies&InterestsMusic&Audio67.4%65.2%46.4%50.7%41.4%46.4%40.2%39.9%37.2%4
22、2%26.5%45.7%24.1%45.3%31%35.9%20.5%48.2%28.9%35.5%28%33.7%30.7%30.1%30.1%26.8%19.9%36.2%26.5%26.8%24.4%27.5%24.1%27.5%24.4%22.8%16.7%31.5%16.4%30.4%FemaleMaleHow We Watch Now-U.S.Consumer Streaming Habits on YouTube and Other Connected TV Platforms 2022 Pixability,Inc.All rights reserved.11WHAT PEOP
23、LE WATCH ON YOUTUBEContent Variety Means That Traditional Contextual Targeting Is Not Always Effective On YouTubeOur survey confirms that people are watching lots of different types of content on YouTube.But too often,advertisers still assume that to reach audiences in their industry,they must adver
24、tise against content in the same vertical.Consumers that want to buy a car may watch auto content,but theyre also watching music videos,sneaker reviews,cooking tutorials,and more.AUTO ADVERTISERS VCR View-To-Completion Rate Performance By Content Category vs.Avg.in H1 2021Music&Audio+23%Automotive-1
25、%Science+19%Hobbies&Interests-3%Television+11%Movies-6%Technology&Computing+9%Home&Garden-6%Pop Culture+8%Events&Attractions-7%Food&Drink+5%Business&Finance-7%Travel+4%Healthy Living-8%News&Politics+4%Family&Relationships-8%Pets+1%Video Gaming-13%Sports+1%Style&Fashion-16%AUTO ADVERTISERS CTR Click-
26、Through Rate Performance By Content Category vs.Avg.in H1 2021Healthy Living+68%Movies-3%Pop Culture+49%Sports-21%News&Politics+36%Pets-22%Food&Drink+36%Automotive-24%Music&Audio+21%Video Gaming-24%Business&Finance+21%Home&Garden-27%Technology&Computing+17%Style&Fashion-31%Television+12%Events&Attra
27、ctions-33%Family&Relationships+1%Science-38%Hobbies&Interests+0%Travel-39%SOURCE:Pixability YouTube Campaign Data,Jan-June 2021 When we analyzed YouTube campaigns from H1 2021 for a recent study conducted in collaboration with the Global Alliance for Responsible Media(GARM),we found that targeting a
28、gainst an exact match of an advertisers vertical didnt result in the best performance.And when we surveyed consumers,only 28%of U.S.adults said they notice or care that an ad is contextually aligned with the content theyre watching.Instead,advertisers should expand their contextual targeting to any
29、category where their target audience is engaging to drive performance and scale.How We Watch Now-U.S.Consumer Streaming Habits on YouTube and Other Connected TV Platforms 2022 Pixability,Inc.All rights reserved.12THE RISE OF YOUTUBE ON TVSECTION 04How We Watch Now-U.S.Consumer Streaming Habits on Yo
30、uTube and Other Connected TV Platforms 2022 Pixability,Inc.All rights reserved.13THE RISE OF YOUTUBE ON TV83%of U.S.Adults Who Watch YouTube Watch On TV ScreensWhen U.S.adults watch YouTube,they most often watch via mobile devices but the audience that watches YouTube on TV Screens has been growing
31、rapidly in recent years.Today,TV Screens are the second most-popular device for viewing YouTube.This is a huge opportunity for advertisers to reach both mobile and CTV on the same platform,helping drive engagement among leaned-back audiences watching TV screens,and audiences on the go on mobile devi
32、ces.Frequency Of YouTube Viewership By DeviceQ.How often do you watch YouTube on each of these devices?(U.S.-Only)025%50%75%100%Mobile/PhoneTVDesktop/Laptop ComputerTablet18.6%17%6.5%6.7%16.8%11.6%21.2%15%35.3%22.9%51.1%17%25.7%14.2%20.3%28.8%13.2%23.7%16.8%17.5%Very OftenOftenSometimesVery Infreque
33、ntlyNeverHow We Watch Now-U.S.Consumer Streaming Habits on YouTube and Other Connected TV Platforms 2022 Pixability,Inc.All rights reserved.14THE RISE OF YOUTUBE ON TVMore Than 90%Of Gen Z And Millennial Audiences Watch YouTube On TV ScreensYounger generations are watching YouTube on TV Screens,with
34、 more than 90%of Gen Z and Millennial audiences saying they use TV screens to watch the platform.As these audiences cut the cable cord or never subscribe in the first place this is a great opportunity for advertisers to reach valuable demographics that they cant replicate through linear TV.YouTube O
35、n TV Screens Viewership By GenerationQ.How often do you watch YouTube on a TV Screen(U.S.-Only)Very OftenOftenSometimesVery InfrequentlyNever025%50%75%100%Gen ZMillennialsGen XBaby Boomers17.2%24.2%11.1%7.1%11%8.5%21.3%16.2%43%27.7%40.4%15.7%20.5%14.5%21.7%30.4%15.8%19.6%11.4%22.8%How We Watch Now-U
36、.S.Consumer Streaming Habits on YouTube and Other Connected TV Platforms 2022 Pixability,Inc.All rights reserved.15HOW CONSUMERS WATCH CONNECTED TV PLATFORMSSECTION 05How We Watch Now-U.S.Consumer Streaming Habits on YouTube and Other Connected TV Platforms 2022 Pixability,Inc.All rights reserved.16
37、HOW CONSUMERS WATCH CONNECTED TV PLATFORMSYouTube Dominates In U.S.Audience Penetration Across Digital Video And Connected TV PlatformsWhile there are many CTV platforms,only a handful are supported by ads and attract a large viewership.YouTube,Hulu,Roku,Peacock,and Amazon Fire TV account for almost
38、 all of the U.S.adult viewership of ad-supported CTV.These big,ad-supported platforms are critical for advertisers that want to reach audiences on TV Screens,especially as more consumers move away from watching linear TV.U.S.Adult Viewership Across Digital Video And Connected TV PlatformsQ.Do you cu
39、rrently subscribe to or watch any of the following streaming services?(U.S.-Only)YouTubeNetflixAmazonPrime VideoHuluDisney+HBO MaxRokuPeacockAmazon Fire TVParamount+Tubi TVApple TVDiscovery+None of the aboveSling TV025%50%75%100%86.9%69.3%52%48%34.9%27.3%25.4%24.1%15.6%15.2%13.5%12.5%10.8%5.8%4.7%Ad
40、-supported platformHow We Watch Now-U.S.Consumer Streaming Habits on YouTube and Other Connected TV Platforms 2022 Pixability,Inc.All rights reserved.17Percentage Of A Platforms Viewers That View At Each Time Of DayQ.When do you typically watch programming on the following services?(U.S.-Only)HOW CO
41、NSUMERS WATCH CONNECTED TV PLATFORMSYouTube&Hulu Are Big Prime Time Platforms But U.S.Audiences Watch YouTube Consistently Through Day46%46%47%36%29%41%24%34%25%18%HuluYouTube MorningMid-dayLate AfternoonPrime TimeLate NightHow We Watch Now-U.S.Consumer Streaming Habits on YouTube and Other Connecte
42、d TV Platforms 2022 Pixability,Inc.All rights reserved.18A NATION OF CORD CUTTERSSECTION 06How We Watch Now-U.S.Consumer Streaming Habits on YouTube and Other Connected TV Platforms 2022 Pixability,Inc.All rights reserved.19Not subscribed/already cut cableWithin the next 3 months11.2%This year9.9%Wi
43、thin the next few years12.5%Never25.3%41.1%A NATION OF CORD CUTTERSOnly 25%Of U.S.Consumers Think Theyll Have A Cable Subscription Within A Few YearsAmerica is fast becoming a nation of cord-cutters.41%of U.S.adults say they do not subscribe to cable or satellite TV service and of those that are cur
44、rently subscribed,67%plan to cut their subscription within the next few years.When U.S.Consumers Plan On Cutting CableQ.If you currently subscribe to a cable or satellite TV Service,when do you plan on unsubscribing?(U.S.-Only)Currently subscribe to cable/satellite TVHow We Watch Now-U.S.Consumer St
45、reaming Habits on YouTube and Other Connected TV Platforms 2022 Pixability,Inc.All rights reserved.20A NATION OF CORD CUTTERSHalf Of 18-44 Year-Olds Who Still Have Cable Will Cut The Cord This YearWhen we look at those U.S.consumers who still have cable,we see that half will cut the cord this year,a
46、nd roughly will cut it within the next few years.Conversely,the people that will still have cable in a few years are mostly the older demographics,but even roughly half of them plan to become cord cutters.When U.S.Adult Cable Subscribers Plan On UnsubscribingQ.When do you plan on discontinuing your
47、use of your paid cable or satellite TV service?(U.S.-Only)Within the next 3 monthsThis yearWithin the next few yearsNever025%50%75%100%18 to 2465+55 to 6445 to 5435 to 4425 to 3432.9%23.3%17.8%26%25.9%20.7%25.9%27.6%39%13%18.2%29.9%42.4%27.1%18.6%11.9%56.1%15.8%14%14%57.1%26.4%9.9%6.6%How We Watch N
48、ow-U.S.Consumer Streaming Habits on YouTube and Other Connected TV Platforms 2022 Pixability,Inc.All rights reserved.21CONCLUSIONSECTION 07How We Watch Now-U.S.Consumer Streaming Habits on YouTube and Other Connected TV Platforms 2022 Pixability,Inc.All rights reserved.22As consumers continue to flo
49、ck to YouTube and other Connected TV platforms,advertisers must adapt their video strategies to reach their audiences.Learn more about Pixabilitys data-driven approach to brand-suitable,high-performing video campaigns here:| PixabilityPixability is a technology and data company that empowers the wor
50、lds largest brands and their agencies to maximize the value of video advertising on YouTube,Amazon Fire TV,Roku,and Hulu.Weve run more YouTube campaigns than anybody,except for Google itself,and were known as a leader in YouTube insights.Pixability is also one of seven companies worldwide that is ce
51、rtified by Google as a leader in brand suitability and contextual targeting and is the only one of these also certified in YouTube content insights.YouTube Measurement Program CertificationsAwardsGlobal Winner:Most Innovative Partner in Video Advertising How We Watch Now-U.S.Consumer Streaming Habits on YouTube and Other Connected TV Platforms 2022 Pixability,Inc.All rights reserved.23