Brazil Leads in Out-of-Home Video Viewing, Finds IHS Markit
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.
When people can easily find new movies and shows to watch, they like the overall experience. The challenge is getting them to use content discovery features.
When consumers own a Fire TV device, they're more likely to subscribe to Amazon Prime Video and rate the service highly.
The shift in viewing habits will have strong implications: People spend less time watching broadcast content which means less money for new productions.
Netflix is now available on 32 percent of all connected devices in the U.S., making it the de facto rival to any other video service in the country.
While some pay TV operators have seen increased customer satisfaction with Netflix integration, others will likely face lower average revenues.
More channels are creating over-the-top direct-to-consumer subscription services, changing the meaning of what a channel is and what it provides.