Netflix increases video viewership but still behind YouTube
YouTube still video boss
Media tracking outfit Ampere Analysis’s latest Barometer report of online video trends underlines Netflix’s increasing popularity but still has YouTube well out in front as the most visited platform for video consumption amongst viewers.Results from the survey, which took into account viewer preferences from up to 20 different markets, show that since Q3 of 2016, the proportion of US and European viewers watching video content on Netflix has risen from 22 percent to 39 percent. The same period saw a decline in viewers using Facebook to consume video down to 27 percent.
The research ranked the top ten video consumption platforms and the most recent data from Q1 of 2019 was added to overall trends monitored since Q3 2016 to gain an overall picture based on longer term findings.
YouTube remains at No.1 and is comfortably the most popular method for viewers to experience video entertainment, with 63 percent of viewers using it in the last month, compared to 70% in Q3 2016.
YouTube exerts the largest reach across all the countries surveyed except for two notable markets. In the UK, the BBC’s iPlayer is still the number one way to watch video and China’s iQiYi is similarly their most popular service. iPlayer’s popularity may well increase in the coming months too as a recent public consultation saw recommendations for content to be made available for up to a year looking likely to be accepted and implemented.
Across other countries though, YouTube reigns supreme and is most popular in South Africa, where 81% of internet users used it during the first three months of 2019, while the UK is the only country surveyed that had less than 50% of viewers using YouTube.
Netflix’s current main rival in the subscription-driven streaming market, Amazon Prime, has increased its viewership by 9 percent and saw 12 percent of internet users using it to view video content in the last month.
In Europe, catch up services prove to be far more popular than in the US - 41% of European viewers having used a catch up service in the last month compared to only 13% of US viewers. However, overall, SVOD (subscription video on demand) is more popular in the US (64% vs 50%) where their entire TV ecosystem is more mature and is now seeing a move away from Pay TV - so called ‘cord-cutting.’
Minal Modha, consumer research lead at Ampere Analysis said, “The differences in viewing between the USA and Europe in relation to catch up and SVOD services is interesting because it shows that SVOD providers will have to work harder in Europe to grow their share as they take on traditional TV channels’ catch up services. This could be through their catalogue, price-points or communications strategy.”
What does this mean? Well, no doubt Netflix will see this as a very positive sign, and competing effectively against free internet services such as Facebook and YouTube must have the execs feeling that their business strategies are working well.
As reported on AVForums, the impending shakeup of the streaming market has Netflix repositioning themselves for greater accountability and monitoring of the effectiveness of its content expenditure in the face of concerted efforts by Apple and Disney to slice up the streaming pie with their own services. Still, this shows that the pretenders to the throne will be facing a well prepared, and importantly, increasingly popular, opponent when battle commences.
It will be interesting to see how the presence of Apple TV Plus and Disney+ (and many others) changes the makeup of the top ten video platforms in Ampere Analysis’ next report.
Do you feel the report reflects the way in which you use online video services? Let us know in the discussion thread.
Source: www.digitaltveurope.com, www.advanced-television.com
Image Source: inverse.com, Ampere Analysis
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