According to new research titled, “the Multiplatform Video Report,” released by Solutions Research Group, Americans are consuming more and more video content than ever and this growth will continue across various platforms and devices. We know this, but there are several interesting findings within the research presented in this report and below in this post.
Most notably, the report shows that viewers of video content, tend consume video content across various different platforms, during very specific times of day and during specific days of the week. For example, as one might guess, viewers watch the most video online during weekdays and during the daylight hours. It is my guess that this has to do with the fact that users tend to gravitate towards watching more television during the evening as well as the fact that computer usage tends to rise during that time as most Americans are at work. However, the research goes on to demonstrate that users also have specific times that they utilize mobile devices for video (typically weekday mornings) and specific times that they utilize more video games (typically Sat. mornings.) All of these findings are somewhat intuitive and one could have guessed these outcomes, but the evidence to back it up is important none-the-less.
In addition, the report states that by 2013, the total time spent consuming video via various interactive platforms, including mobile, desktop, and internet video, will triple to a total of 2.9 hours by early 2013, based on factors that include greater access to and use of web video, significantly increased penetration for laptops, and proliferation of mobile video devices and Internet-enabled devices such as the iPhone.
Below is the research from the report:
The study found that an average American consumer aged 12 and older with Internet access now spends 6.1 hour daily with video-based entertainment, up from 4.6 in 1996. Of this 6.1 hours, 63.9% (nearly 4 hours per day) currently comes from traditional Television, including live, DVR and video-on-demand viewing. Video games, web and PC video, DVDs and video on mobile devices account for the balance.
TV accounted for a lower share of video-based entertainment among younger Americans, coming in at 42.4% among those 12-24 (vs. 63.9% total population average). There was also a significant difference between men and women, with TV accounting for 70.4% of women’s daily video-based entertainment diet, versus 57.7% for men. PC or online video use was similar, accounting for 10.1% of daily video time for men and 10.5% for women.
Different time periods for different video viewing platforms:
One of the most interesting aspects of the findings was the different ‘prime time’ periods in evidence for various media platforms. For example, PC and web video achieved its highest share mid-day during the week (12.3% share) and it was lowest after 6 pm weekdays and weekends. Prime time for video gaming was Saturday mornings while mobile video peaked during weekday mornings.
Time with the web and mobile video to triple by 2013
Projections developed for the report suggest that per capita time spent with PC, web and mobile video will increase from just under 1 hour per day currently to nearly 2.9 hours by early 2013, based on factors that include greater access to and use of web video, significantly increased penetration for laptops, mobile video devices and Internet-enabled devices such as the iPhone.
Total hours with video-based entertainment on all platforms is forecasted to expand nearly 35% to about 8 hours on average, as consumers use more screens in more places and video becomes ubiquitous on every screen at home and work and on-the-go. For context, this is close to the time spent sleeping nightly by an average American.
The report predicts that time spent with traditional TV will remain close to 4 hours per day, based on factors such as increasing DVR penetration, availability of more on-demand content, more live and event programming and changing demographics. The ratio of “linear” to “time-shifted” programming will continue to change in favor of time-shifting, however.
Finally, while daily time with TV will remain close to 4 hours, traditional TV’s share of the total video entertainment pie is projected to shrink from 63.9% today to 47.1% by 2013, given the overall increase consumers’ in total video-based entertainment consumption.