THE SCIENCE OF SOCIAL VIDEO
SOCIAL VIDEO CONSUMPTION
I
f the industry stats in our introduction weren’t
enough to convince you of social video’s rapid
rise to prominence, then perhaps this one will.
Our results show consumers are spending an
average of six hours per week watching video
content on social media networks alone.
Perhaps unsurprisingly, the most popular social
video content types are music videos (56% watch),
user generated content (UGC) (53% watch) and
film trailers (52% watch). Differing slightly in order
depending on viewing location, music videos are
the top choice on YouTube, and UGC the top
choice for almost all the other social networks.
Going against the crowd, however, users
of LinkedIn choose news as their number one
video type (35%).
Nearly seven in ten (67%) said this amount has
increased in the last 12 months – a fifth said
considerably so – and three-fifths expect it to
continue rising over the next year.
Across the social networks, the top three ways
consumers discover their video content are when
they scroll through newsfeeds (62%), when it is
shared by someone on their network (49%) and
when they actively look for it (46%).
When it comes to preference, YouTube is the
indisputably dominant social network. Consumers
told us that half (50%) of their social video views
currently take place on YouTube, with a third
(36%) on Facebook.
The remaining 14% is split over networks such as
Snapchat, Twitter and Instagram. This same split
could broadly be seen across all five countries that
were surveyed.
SOCIAL VIDEO PREFERENCE BY NETWORK
50%
“
36%
14%
Consumers are spending an
average of six hours per week
watching video content on
social media networks alone
YouTube
3
Facebook
Other
THE SCIENCE OF SOCIAL VIDEO
PERCENTAGE OF CONSUMERS
THAT INTERACT WITH BRANDS
ON SOCIAL MEDIA
MINUTES OF SOCIAL VIDEO CONSUMPTION
WATCHED PER DAY
86%
GERMANY
UNITED
STATES
60
44
UNITED
KINGDOM
46
UNITED STATES
45% watch branded videos
53% made a purchase after
watching branded video
FRANCE
37
83%
AUSTRALIA
51
COUNTRY COMPARISONS
AUSTRALIA
47% watch branded videos
48% made a purchase after
watching branded video
l Australia shows the highest
growth in social video views over
the past year – 73% of Australian
consumers admit to an increase in
the amount they watch
l When asked to look ahead to
the next 12 months, French
consumers predict the least
growth in their views (only 53%
expect to watch more social video)
l Americans emerge as the
most likely to watch ‘how-to’
videos (44%) or live streamed
content (25%)
l Germany has the highest
viewership for music video content
(61%),but the lowest comparative
figure for UGC videos (43%)
l Germans are also most likely
to look for video content – 60%
discover videos this way, while
the French are the least likely (38%)
to do so.
PER CENT OF TIME SPENT
ON EACH CHANNEL
YouTube
Facebook
80%
Other
60
UNITED KINGDOM
50
47% watch branded videos
43% made a purchase after
watching branded video
40
77%
30
20
GERMANY
31% watch branded videos
41% made a purchase after
watching branded video
10
0
Un
it
ed
es
at
St
lia
tra
s
Au
UK
G
er
y
an
m
ce
an
Fr
75%
FRANCE
44% watch branded videos
39% made a purchase after
watching branded video
4
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