1、INSIGHT REPORT 2019 An exploration of online TV behaviors, and the streaming services driving the industry Online TV ContentsIntroduction Key Insights 03 Engagement with Online TV 04 Online TV Devices 11 The Global OTT Market 17 The Rise of Subscription Choice Fatigue 22 Netflix vs. Amazon Prime Vid

2、eo 25 Where is Online TV Heading? 30 Notes on Methodology 35 More from GlobalWebIndex 37 GlobalWebIndex Insight reports take a deep-dive into the crucial topics of the industry. This report delves into the impact of online services on the TV industry and examines how consumers are integrating online

3、 into their TV viewing habits. We answer questions like: What demographics and markets are the most likely to be engaging with different forms of online TV and how often? What devices are the most important to online TV viewing and how are smartphones impacting engagement habits? What online TV/film

4、 services are winning the battle in the OTT market and are viewers willing to pay for this content? What is subscription choice fatigue and how is this phenomenon impacting the SVoD industry? What is the future of online TV and can social networks become TV platforms? Key Insights Online forms of TV

5、 are capturing nearly 40% of daily TV time. Thats up from just 26% back in 2013 and accounts for 1 hour and 17 minutes, compared to almost 2 hours spent on broadcast TV. Online has some way to go until it becomes a true challenger to broadcast TV globally, but for some markets and demographics, the

6、gap is quickly narrowing, and the general direction of the shift is clear. Digital consumers dont choose one form of TV over another. Rather, the vast majority choose to watch a combination of broadcast and online TV. Almost 90% of those who watch TV catch-up or TV subscription services say they als

7、o watch broadcast TV weekly. Online TV might be taking some viewing time away from broadcast, but for now, online and broadcast are complements not substitutes in the life of the digital consumer. The number of devices used to watch online TV is growing. Todays online consumers own an average of thr

8、ee different devices and they watch TV (in any form) on an average of 2.5. In the battle of mobiles versus computers, its now the former that is the most popular for watching TV content, but the difference between the two devices is still very narrow. We expect 5G to drive the prominence of mobiles

9、for video viewing further though. Netflix takes the lions share of the global streaming industry. It is used by 4 in 10 internet users globally and is the leading streaming service in Europe, Latin America and North America. But with a global expansion comes fierce competition from local players, pa

10、rticularly in the likes of iQiyi in China and Hotstar in India. Netflix has a larger paying user-base than Amazon, but Amazon users share their accounts less. When it comes to paid-for users from different age groups, both services enjoy a relatively stable trend, with the oldest demographic 55-64s

11、being most likely to use a paid-for account. In terms of account sharing, a substantial 61% share their accounts on Netflix, compared to 47% of Amazon users. The plethora of streaming services available is causing subscription choice fatigue. Watching platform- exclusive titles from each streaming s

12、ervice means that consumers are faced with a bunch of monthly fees that they lose track of and feel anxious about. The overwhelming choice of exclusive content from so many places is causing subscription streaming services to fail in what they promised to consumers in the first place the convenience

13、 of having unlimited access to all content on a single platform. TV behaviors are shifting from the TV set, to online, to social media. TVcould easily transfer to the platforms that are so ingrained in our lives and that we already use to consume video content. With 6 in 10 online adults outside Chi

14、na watching a video or a live stream on the major social media platforms, it wont be long until online TV fully penetrates the social space, and sports coverage proves one of the most fruitful routes for that to happen. Online TV Insight Report 2019 Engagement with Online TV The Rise of Online TV Th

15、e average digital consumer spends 1h 17m a day watching online forms of TV, but broadcast TV remains resilient. As we cover in our Device flagship report, the time people spend consuming digital media is only increasing with no prospect of a saturation point anytime soon. Globally, time spent online

16、 has reached an average of 6 hours and 49 minutes per day on computers, tablets, laptops and mobiles combined. This is around half an hour longer than the time internet users were devoting three years ago and is somewhat driven by the growing time spent watching online TV. Back in 2012 online TV was

17、 still relatively nascent: Netflix had just been made available in the Americas and a handful of European markets, and broadcast firmly dominated daily TV viewing. Fast forward to 2019 and the picture has changed significantly: cords are being cut while streaming services are thriving. Netflix and A

18、mazon Prime Video are now available across the world and online adults are engaging with an average of 3 video streaming platforms every month. As a result, time devoted to online forms of TV continues to rise, now capturing 39% of total daily TV time, up from 26% in 2013. This accounts for 1 hour a

19、nd 17 minutes spent on average per day, compared to almost 2 hours spent on broadcast TV. Online has some way to go until it becomes a true challenger to broadcast TV globally, but for some markets and demographics, the gap is quickly narrowing, and the general direction of the shift is clear. Time

20、Spent Watching TV: Linear vs. Online Average time spent in h:mm each day on Share of time spent on linear vs online TV 05ENGAGEMENT WITH ONLINE TV Question: On an average day, how long do you spend watching online television/ streaming? | On an average day, how long do you spend watching television?

21、 Source: GlobalWebIndex Q12019 Base: 114,973 Internet Users aged 16-64 The Rise of Online TV It wont be long until 16-24s are spending longer watching online TV than linear TV. All age groups and world regions are now devoting much longer to online forms of TV than they were in 2013, but there is so

22、me variation worth noting here. 25-34s are spending the most time streaming (1h 33m) and theyve also seen the highest increase for this activity (40 minutes). However, our youngest demographic 16-24s spend the most time on online TV relative to traditional TV, with nearly half of their viewing being

23、 online. These young consumers came of age in a time when it was normal to access content and services whenever and wherever they pleased. And theyve come to expect the same for their favorite TV shows. If current patterns continue, were likely to see the youngest age group spending longer watching

24、online than linear TV by the end of 2019. When we take a regional perspective, Asia Pacific is where people devote the most of their TV viewing to online forms (46%), but MEA is the region that has seen highest growth since 2013 (42 minutes). The gap between online and linear is much narrower in APA

25、C than in other regions. Broadcast TV is slightly less ingrained in media portfolios in APAC, and online populations in many of its fast-growth markets skew younger. Its also partly down to a number of local SVoD services being very popular in some markets. In China, for example, we see particularly

26、 high rates of engagement with local providers like iQiyi (72%) and YouKu that is, approximately how many people (of the same gender, age, and educational attainment) are represented by their responses. MOBILE SURVEY RESPONDENTS From Q1 2017 on, GlobalWebIndex has offered our Core survey on mobile.

27、This allows us to survey internet users who prefer using a mobile or are mobile-only (who use a mobile to get online but do not use or own any other device). Mobile respondents complete a shorter version of our Core survey, answering 50 questions, all carefully adapted to be compatible with mobile s

28、creens. Please note that the sample sizes presented in the charts throughout this report may differ as some will include both mobile and PC/laptop/ tablet respondents and others will include only respondents who completed GWIs Core survey via PC/ laptop/tablet. For more details on our methodology fo

29、r mobile surveys and the questions asked to mobile respondents, please download this document. ACROSS GLOBALWEBINDEXS MARKETS GlobalWebIndexs research focuses exclusively on the internet population and because internet penetration rates can vary significantly between countries (from a high of 90%+ i

30、n parts of Europe to lows of c.20% in parts of APAC), the nature of our samples is impacted accordingly. Where a market has a high internet penetration rate, its online population will be relatively similar to its total population and hence we will see good representation across all age, gender and

31、education breaks. This is typically the case across North America, Western Europe and parts of Asia Pacific such as Japan, Australia and New Zealand. Where a market has a medium to low internet penetration, its online population can be very different to its total population; broadly speaking, the lo

32、wer the countrys overall internet penetration rate, the more likely it is that its internet users will be young, urban, affluent and educated. This is the case throughout much of LatAm, MEA and Asia Pacific. This table provides GlobalWebIndex forecasts on internet penetration (defined as the number

33、of internet users per 100 people) in 2019. This forecasted data is based upon the latest internet penetration estimates from the International Telecommunication Union (ITU) for each market that GlobalWebIndex conducts online research in. GLOBALWEBINDEX VERSUS ITU FIGURES As GlobalWebIndexs Core Rese

34、arch is conducted among 16-64 year-olds, we supplement the internet penetration forecasts for a countrys total population (reproduced above) with internet penetration forecasts for 16-64s specifically. Forecasts for 16-64s will be higher than our forecasts for total population, since 16-64s are the

35、most likely age groups to be using the internet. Notes on Methodology: Internet Penetration Rates Internet Penetration Rates GlobalWebIndexs Forecasts for 2019 based on 2017 ITU data Argentina78% Australia88% Austria88% Belgium89% Brazil71% Canada94% China59% Colombia66% Denmark97% Egypt54% France85

36、% Germany88% Ghana48% Hong Kong91% India42% Indonesia39% Ireland87% Italy62% Japan92% Kenya43% Malaysia83% Mexico69% Morocco69% Netherlands93% New Zealand93% Nigeria36% Philippines64% Poland79% Portugal78% Romania72% Russia80% Saudi Arabia83% Singapore85% South Africa62% South Korea95% Spain87% Swed

37、en96% Switzerland96% Taiwan83% Thailand58% Turkey71% UAE95% UK96% USA80% Vietnam55% 36 Access More Reports Like what youve read? Theres plenty more where that came from. Browse our latest reports and infographics examining key consumer trends across markets. Request Custom Research Get more from you

38、r data. Run your own custom studies using our panel of 22 million consumers, and get instant access to insight tailored to your business needs. Viktoriya Trifonova Senior Insights Analyst & Writer Copyright Trendstream Limited 2019 All rights, including copyright, in the content of GlobalWebIndex (G

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