Streaming has long been part of everyday life
The latest b4p Trends Streaming Report highlights the enormous importance of streaming in everyday media consumption. As many as 95 per cent of respondents use video streaming at least occasionally. And this usage is by no means limited to Netflix and similar platforms. Social videos and media libraries are now also an integral part of video consumption. At the same time, the various streaming services cater to different audience profiles. Whilst younger users rely particularly heavily on subscription services and social media videos, media libraries reach a comparatively broad range of age groups. Moving images are thus being consumed in an increasingly flexible, personalised and, above all, cross-platform manner.
From short clips to a night of series
A look at usage duration reveals just how differently streaming is utilised. Whilst social videos often cater to quick bursts of information or entertainment in between other activities, subscription services create space for longer ‘lean-back’ experiences. More than half of users spend at least an hour there per day of use, whilst a quarter spend as much as two hours or more. For advertisers, this creates a wide variety of touchpoints, ranging from spontaneous impulses to immersive brand experiences.
The television remains the hub for streaming
Despite mobile alternatives, streaming takes place primarily on the big screen. 68 per cent of users stream via smart TVs or TV sets, whilst 55 per cent stream via their smartphones. At the same time, many use another device in parallel. This ‘second-screen’ behaviour creates additional touchpoints along the customer journey and opens up new opportunities for a connected approach.
Advertising is becoming increasingly accepted
Of particular interest to advertisers: as streaming becomes increasingly established, acceptance of advertising is also growing. Many users consciously opt for cheaper, ad-supported models. For example, 69 per cent prefer a cheaper subscription with adverts to a more expensive ad-free version. At the same time, 70 per cent find adverts shown before a video starts to be acceptable. Relevance is the key factor here. Adverts that are tailored to the target audience and the usage context are perceived much more positively.
Relevance determines impact
When it comes to promoting services, it is therefore becoming increasingly important not just to deliver messages, but to tailor them to specific usage behaviour. Depending on the platform, usage context and target audience, there are various ways to capture attention and trigger relevant purchasing impulses. Those who make targeted use of this potential reach consumers in a media environment characterised by high usage, high attention levels and growing acceptance of advertising. Streaming is thus increasingly becoming a key component of modern product and service communication. We would be delighted to support you in making targeted use of the potential of moving images and placing messages effectively throughout the customer journey.
* In the b4p Trends Streaming Report, the term ‘social videos’ encompasses live streams, videos and short videos on social media platforms.