Live Video Streaming A Global Perspective
Live Video Streaming – A Global PerspectiveJune 2018Kristina Sruoginis, IAB Research Director, Kristina@IAB.com
ContentsSample & MethodologyObjectives, Background, and Key FindingsMarket Opportunity: How Popular Is Digital Video ContentWhich Devices Are Used and How Frequently for Live Video StreamingSources of Live Streamed VideoTypes of Video Content Live StreamedLive Streaming the World CupSubscriptions and AdvertisingLive Streaming and Advertising: Opportunities to EngageWhen and Where Live Video Content Is StreamedWhat Motivates Live StreamingAppendix2
Sample & MethodologyMethod:- 29 question survey was designed and fielded in 21 markets- All respondents were asked the same core questions- Localization for HH income, along with brand/channelspecific localizations on question codesSample Profile:- Total Sample N 4200, N 200 per market- 18 years or older- Own/have access to one of the following devices: Featurephone, PC/laptop, smartphone, tablet, gaming console,Smart TV, or video streaming devices- Who watch video digitally on a PC/laptop, smartphone,tablet, or connected TV- And who have ever watched live video streaming on anydevice or platform3Markets Included:- APAC (N 400): Australia, China- EUROPE & AFRICA (N 2000): Germany, Hungary, Ireland, Italy,Russia, South Africa, Sweden, Switzerland, Turkey, United Kingdom- MENA (N 400): Saudi Arabia (KSA), United Arab Emirates (UAE)- NORTH AMERICA (N 600): Canada, Mexico, United States- SOUTH AMERICA (N 800): Brazil, Chile, Colombia, PeruSampling Plan:- All sampling was conducted by OnDevice Research, usingdynamic sampling methods- When sampling for the project, we attempted to gain a nationallyrepresentative profile for each market that started the surveyand let the desired sample target (live content streamers) fallout from this- The objective of this sampling plan was to enable us to ascertainthe incidence/usage rank for ‘live video streamers’ per market- Where a nationally representative profile of starts was notobtained, weighting was applied to correctBase: All respondents (4200), APAC (400), South America (800), North America (600), MENA (400), Europe (2000), per market (200)Significantly higher/lower. Tested at 95% confidence interval.
IAB ObjectivesThe key objective of this study is to gain a better understanding of consumer experienceswith and attitudes towards live video streaming. In particular, we aim to uncover trends indevice usage (e.g. mobile, desktop, connected TV), platform preferences (e.g. social,skinny bundle, etc.), content preferences (e.g. sports, news, events, etc.), and consumerperceptions of advertising experiences during live video streaming.This research provides brand marketers and publishers with a global benchmark andinsights into the value of live streaming to engage with audiences around the world.4
Background21 countries participated in the researchand 4200 ‘live video streamers’ wererecruited, 200 in each country.When referencing global averagesor regional averages throughout thisreport, the results are derived fromthe 21 countries that participatedin the research.See Appendix for more details onmethodology and sample specification5
Key FindingsVideo content is in demand – and appears set to grow further 70% stream video content at least once a day. 67% have live streamed video on any platform or device with 47% saying they have increased their live streaming since last yearSmartphones facilitate frequency of access – but do not command the most screen time Smartphones and tablets are used for short (under 30 minute) bursts of live streaming while other devices are used for longer live streaming video sessionsSocial platforms are the key source of live video content and TV is the most popular type of live video content accessedNearly two-thirds of viewers plan to live stream the 2018 World Cup globally while roughly half plan to watchvideo recording of it online or on TVConsumers in most countries prefer free, ad-supported live video streaming over subscription services 52% of consumers globally prefer free, ad-supported live streamingConsumers interact with advertising and it can build brand presence Nearly two-thirds of respondents globally have engaged with an ad seen while live streaming video Brand recall, clickthrough, and site visitation are the primary actions provokedLive streaming is a daily activity that provokes social interaction6
Market Opportunity: How Popularis Live Video Streaming7
A majority of consumers stream live video and adoption continues to increase quickly70% are consuming digital video content via a ‘connected device’ (PC/laptop, smartphone, tabletor connected TV) several times a day/once a day This reflects a clear desire for live video content around the globe. In MENA and South America, consumption is even higher, at 77% and 80% respectivelyLive video content appeals to consumers – 67% have streamed such content on any platform ordevice Once again the thirst for video content is seen more strongly in MENA, where 90% have live streamedAccessing live video content looks set to grow further and is changing consumer behavior8 47% state they stream more live video content now than they did a year ago Consumption of more traditional media channels has been affected: 44% now watch less live TV as a result of live streaming
70% of consumers globally watch digital video content at least once a dayQ6. How often do you watch video digitally on your PC/laptop, smartphone, tablet, or connected TV?Frequency of Video StreamingGlobal AverageFrequency of Video Streaming(Once/Several Times a Day)Regional AverageMarkets Include:Several times a day9%North America-5%11%View videoonce/severaltimes a dayLess than monthlyI don't watch digitalvideoEurope70%WeeklyNORTH AMERICA (N 600): Canada,Mexico, United States4%Once a dayMonthly-65%17%66%EUROPE & AFRICA (N 2000): Germany,Hungary, Ireland, Italy, Russia, South Africa,Sweden, Switzerland, Turkey, UnitedAPAC66%53%Global Average70%Kingdom-APAC (N 400): Australia, China-MENA (N 400): KSA, UAE-SOUTH AMERICA (N 800): Brazil, Chile,Colombia, PeruMENASouth America77%80%MENA and South Americahave the strongest videousage.Data is taken from all reached respondents and weighted to national proportions for each market to ascertain an incidence rate of consumers conductingthe activity in question. See Appendix for further details.9Base: All respondents reached (12,814)Significantly higher/lower. Tested at 95% confidence interval.
Globally, 67% of consumers have live streamed videoLive streaming video is popular in MENA, where 90% say they have live streamed videoQ8. Have you ever watched live video streaming on any device or platform? Please select all that apply. (Net: Yes, on any device)90%67%70%67%66%61%Global AverageAPACSouth AmericaNorth AmericaMENAEuropeMarkets Include: North America (N 600): Canada, Mexico, United States. Europe & Africa (N 2000): Germany, Hungary, Ireland, Italy, Russia, South Africa, Sweden, Switzerland, Turkey, UnitedKingdom. APAC (N 400): Australia, China. MENA (N 400): Kingdom of Saudi Arabia, United Arab Emirates. South America (N 800): Brazil, Chile, Colombia, PeruData is taken from all reached respondents and weighted to national proportions for each market to ascertain an incidence rate of consumers conducting the activity in question.See Appendix for further details.10Base: All respondents (4200), APAC (400), South America (800), North America (600), MENA (400), Europe (2000)Significantly higher/lower. Tested at 95% confidence interval.
Nearly two-thirds of respondents globally have viewed live streamed videoRoughly 9 in 10 respondents in United Arab Emirates and Saudi Arabia have viewed live streaming videoRoughly three-quarters of respondents in the U.K., South Africa, Canada, and China have viewed live streamed videoGermany, Russia, Sweden, and Brazil are less likely to have live streamed videoQ8. Have you ever watched live video streaming on any device or platform? Please select all that apply.91%Live Video Streaming Incidence by %67%Global Average66%65%65%58%58%56%51%BelowGlobal AverageUAEKSAUKSouth SwedenBrazilPlease note: Data is taken from all reached respondents and weighted to national proportions for each market.11Base: All respondents (4200), APAC (400), South America (800), North America (600), MENA (400), Europe (2000), per market (200)Significantly higher/lower. Tested at 95% confidence interval.
Live streaming video is on the rise globally: 47% say they now stream more live videosthan last yearWhile consumers in Russia are less likely to have live streamed video, those who do live stream are more likely to haveincreased their viewingQ22. Which of the following do you agree with regarding live streaming video? (Agree. Top 2 box.)“I live stream more videos now than I did a year ago.”61%55%54%AboveGlobal elow42%40%37%12Global anySouth AfricaMexicoUnited StatesChinaSwedenUnited azilBase: All respondents (4200), APAC (400), South America (800), North America (600), MENA (400), Europe (2000), per market (200)Significantly higher/lower. Tested at 95% confidence interval.36%34%
Which Devices Are Used and HowFrequently for Live VideoStreaming13
Smartphones facilitate frequency of access – but do not command the most screen timeSmartphones are the most popular device (62%) to live stream video content and are used mostfrequently, followed by smart TVsHowever, when it comes to time spent – consoles, smart TVs and specific streaming devices areused for longer periods of live content consumption14 Significantly more consumers use these other devices when accessing live video content for 2 hours or more, no doubt influenced by screen size and thetype of content being consumed Smartphones and tablets are used for shorter live streaming
At 62%, smartphones are the most popular device to live stream video contentQ4. And which of the following devices do you own or have access to? Please select all that apply, Q10. Which of the following device(s) do you use for live video streaming?Please select all that apply.Devices Own/HaveAccess to83%Smartphone62%PC/Laptop49%Tablet44%Smart tation)Xbox, , Roku)TV, Roku)1538%23%Devices Used to ViewLive Stream Video62%Smartphone37%PC/LaptopTabletSmart TV25%20%Conversion –Own/Access e.g.,Xbox,PlayStation)Xbox, ppleTV, Roku)TV, Roku)10%43%Base: All respondents (4200), APAC (400), South America (800), North America (600), MENA (400), Europe (2000)Significantly higher/lower. Tested at 95% confidence interval.
Unsurprisingly, smartphones are also the device used most frequently to access live videocontent, followed by Smart TVsQ11. And how frequently do you use the following device/s for live video streaming?Frequency of Using Devices for Live Video Streaming(Several Times/Once a Day)Global Average67%64%60%59%60%48%34%34%46%34%26%Several times a dayOnce a day25%PC/Laptop1631%Base: Use device: Total (1562/2606/1040/449/856/416)Significantly higher/lower. Tested at 95% confidence interval.21%Smartphone26%Tablet30%29%Smart TVVideo streamingdevices (e.g.,Chromecast, Apple TV,Roku)22%Gaming console (e.g.,Xbox, PlayStation)
However, when it comes to time spent, Smart TVs, streaming devices, gaming consoles,and computers are used for longer periods of live content consumptionQ12. On a typical occasion when you are live video streaming, how much time do you spend live video streaming on the following devices? (Global Average)% Who Typically Live Stream on this Device for Over 30 Min.Long FormTypically live streamon device formore than 30 min.67%57%7%7%More than 3 %20%18%20%PC/LaptopSmartphoneTabletGaming console (e.g., Xbox,PlayStation)Smart TV21%2 to 3 hours8%15%24%24%1 to 2 hours30 to 60 minutes17Base: Use device: Total (1562/2606/1040/449/856/416)Significantly higher/lower. Tested at 95% confidence interval.15%Video streaming devices(e.g., Chromecast, Apple TV,Roku)
Smartphones and tablets are used for short live streamingQ12. On a typical occasion when you are live video streaming, how much time do you spend live video streaming on the following devices? (Global Average)% Who Typically Live Stream on this Device for Under 30 Min.Short FormTypically live streamfor less than 30 min.44%41%34%28%10 to 30 minutesUnder 10 minutes24%27%16%23%14%16%It variesNot sure20%12%14%11%6%2%PC/LaptopBase: Use device: Total (1562/2606/1040/449/856/416)Significantly higher/lower. Tested at 95% confidence %4%Gaming console (e.g.,Xbox, PlayStation)8%7%Smart TV4%Video streaming devices(e.g., Chromecast, AppleTV, Roku)
This frequency versus time pattern identifies growth opportunities for ‘mobile devices’ interms of converting stronger usage into screen timeTime spent live video streaming: 2 hours or moreQ11. And how frequently do you use the following device(s) for live video streaming? Q12. On a typical occasion when you are live video streaming, how much time do you spend livevideo streaming on the following e20%PC/LaptopSmart TVTablet10%0%0%10%20%30%40%50%60%Frequency of using devices for live video streaming: Several times/Once a day19SmartphoneBase: Use device: Total (1562/2606/1040/449/856/416)Significantly higher/lower. Tested at 95% confidence interval.70%80%
Sources of Live Streamed Video20
Social platforms are the key source of live video content and TV episodesare the most popular type of live video contentSocial platforms (51%) followed by digital streaming subscriptions (41%) are the most popularsources for live video streaming content Interestingly, in MENA there is less of an influence of these platforms, while in South America their influence is the strongestThe most popular form of live video content accessed is TV series/episodes21 65% plan to live stream matches from the forthcoming FIFA World Cup 2018 Analysis by market reveals some interesting sub trends: For example, in China there is clear appetite for ‘influencer content,’ while in MENA news andvideos by friends/family are more popular
Social platforms followed by digital streaming subscriptions are the most popular sourcesof live stream video contentQ14. Which of the following sources do you live stream video content from? Please select all that apply.Sources of Live Video Stream52%41%34%33%21%9%Social platforms (SnapchatStories, Instagram Stories,Facebook Live, Twitter, etc.)22Digital streaming subscription TV network website or app (e.g.,(Hulu Live, YouTube Live,ITV Hub, All4, BT Sport)DirectTV Now, Sling TV,PlayStation Vue, etc.)Base: All respondents (4200), APAC (400), South America (800), North America (600), MENA (400), Europe (2000)Significantly higher/lower. Tested at 95% confidence interval.Gaming website or appMy pay TV service providerwebsite or appOther
In MENA, there is less reliance on social platforms and digital subscriptions for live videocontent, while in South America the reverse is trueQ14. Which of the following sources do you live stream video content from? Please select all that apply.Above56%52%60%53%Global Average41%Below38% 40%34% 33%20%9%Global Average40%35% 33%27%24%7%APAC46%42%39%26%21%51%48%46%21%North AmericaBase: All respondents (4200), APAC (400), South America (800), North America (600), MENA (400), Europe (2000)Significantly higher/lower. Tested at 95% confidence interval.20%10%7%MENASocial platforms (Snapchat Stories, Instagram Stories, Facebook Live, Twitter, etc.)Digital streaming subscription (Hulu Live, YouTube Live, DirectTV Now, Sling TV, PlayStation Vue, etc.)TV network website or app (e.g., ITV Hub, All4, BT Sport)Gaming website or appMy pay TV service provider website or appOther2336%30%21%10%7%South America30% 29%Europe & Africa
Streaming subscriptions, TV network sites, and gaming apps are used significantly more asa source of live video content in ChinaStreaming subscriptions are the top source of live streamed content in the U.S. and nearly equal to social media in MexicoQ14. Which of the following sources do you live stream video content from? Please select all that stralia37%40%26%ChinaDigital streaming subscription45%43%32%28%33% 27%29%28%27%58%UnitedStatesTV network website or 19%Gaming website or appBase: All respondents (4200), APAC (400), South America (800), North America (600), MENA (400), Europe (2000), per market (200)Significantly higher/lower. Tested at 95% confidence %51%32%18%59%51%46%23%Social platforms2453%42%21%Total62%59%ColombiaMy pay TV service provider website or appPeru
Social platforms are the preferred source for live streamed video in Turkey and RussiaItaly favors TV network websites and appsSweden rivals China when it comes to streaming live video content from digital subscription servicesQ14. Which of the following sources do you live stream video content from? Please select all that apply.64%63%58%54%52%44%38%34% 33%37%32%28%32%25%21%GermanySocial platforms2539%32% 33%33%24%23%HungaryDigital streaming %30%29%22%14%ItalyTV network website or appRussiaSouth AfricaGaming website or appBase: All respondents (4200), APAC (400), South America (800), North America (600), MENA (400), Europe (2000), per market (200)Significantly higher/lower. Tested at 95% confidence d KingdomMy pay TV service provider website or app
Types of Video Content Live Streamed26
TV series/episodes are the most preferred content type streamed, followed by sports,tutorials, gaming, and newsQ16. And what type(s) of content do you typically live video stream? Please select all that apply.Typical Content Types Live Streamed45%31%TV series/episodes27Sportinggames/matches30%Tutorial or s(e.g., video gamecompetitions)Video by friends orfamilyNewsVideo by onlinecelebrity/influencerConcertsTalk showsBase: All respondents (4200), APAC (400), South America (800), North America (600), MENA (400), Europe (2000), per market (200)Significantly higher/lower. Tested at 95% confidence interval.
Consumers in South America are more likely to live stream sportsQ16. And what type(s) of content do you typically live video stream? Please select all that apply.Global Average45%TV urope52%52%47%28%44%Sporting games/matches31%28%38%27%25%32%Tutorial or how-to video30%33%43%30%19%27%Gaming sessions/eSports (e.g., videogame competitions)game competitions)29%40%28%27%18%30%Video by friends or o by online 3%28%26%18%22%Talk shows22%31%22%19%20%22%Base: All respondents (4200), APAC (400), South America (800), North America (600), MENA (400), Europe (2000), per market (200)Significantly higher/lower. Tested at 95% confidence interval.
Gaming, ‘influencer videos,’ and talk shows are significantly more popular in China, whiletutorials and how-to videos are more popular in MexicoQ16. And what type(s) o
Live Video Streaming –A Global Perspective Kristina Sruoginis, IAB Research Director, Kristina@IAB.com June 2018. Contents 2 Sample & Methodology Objectives, Background, and Key Findings Market Opportunity: How Popular Is Digital Video Content Which Devices Are Used and
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