Brazil Leads in Out-of-Home Video Viewing, Finds IHS Markit

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Thanks to streaming subscription services, out-of-home video viewing is surging, and Brazil is leading the way. According to "Connected Devices and Media Consumption Intelligence Service," a report from London-based marketing research company IHS Markit, two-thirds of those surveyed in Brazil watch video outside their homes at least once per week. In the United States, United Kingdom, Japan, and Germany, half of internet users report watching video outside their homes at least monthly. One in six watch video outside their homes daily.

While those numbers are high, they're even higher for young adults. IHS Markit found 80 percent of those between 17- and 24-years-old watch video outside their homes monthly, and a quarter do so daily.

The ability to stream video to a portable device is a key factor when people choose a subscription video service: Over half of those surveyed say the ability to stream to a mobile device is somewhat or very important to them, while three-quarters of young adults say the same. 

In the five countries IHS Markit surveyed, YouTube, Netflix, and Amazon are the most popular video platforms, showing more draw than video-on-demand offerings from pay TV companies or broadcasters. In the U.K., however, Sky TV is the top go-to, as 30 percent of those surveyed visit there first when looking for something to watch. 

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