What the UK’s video diet really looks like

I don’t need to diet. I’m one of those jammy gits that has the metabolic rate of a hummingbird. Hummingbirds have to flap their wings 50 times a second to do their trademark hovering and that needs energy to be processed pretty fast.

Because I don’t need to diet, I don’t have much interest in colleagues people banging on about their diets. 5:2, Atkins, Paleo, Dukan, Weightwatchers, Get the Glow….

But there is a diet I’ve discovered that I am very interested in.

Video is a hot topic in media. Everyone’s been talking about it. It’s no longer shackled by bandwidth limitations, for those with fibre or near enough to the exchange at least. As a result video now lives on our mobile apps, in our online news brands and entertainment sites and of course through the Broadcaster VOD services. But you know this. 

What you probably don’t know is how the video market breaks down. How much time do we spend on average with different forms of video, how does this differ by demographic and what’s the incremental reach offered through different forms of video? The world has changed at a faster rate than measurement is able to keep up with, causing headaches a plenty for planners.

The incremental reach question is tricky, and it’s not going to be easy to answer. But the time spent issue we can help with. By piecing together BARB data, Broadcaster VOD stream data, comScore, Rentrak box office numbers and calibrating this metered/census level data with OFCOM’s digital day study, we can get a very good idea of how the video market breaks down and how it differs for younger viewers.

Total video consumption

Total UK video consumption – all platforms and devices

It turns out that today we spend the same amount of time watching DVDs as we do with YouTube (more if you are younger). ‘Adult’ content accounts for over a third of all online video viewing. TV accounts for 81% on average and 65% for 16-24s.

The next task is to analyse the advertising opportunities in different types of video – this will be a separate blog. Some of these forms of video – like DVDs and SVOD (aka Netflix and Amazon Prime) – don’t take advertising or, like adult content, are not environments most brands want to associate with. Watch this space.

And if this chart gets you excited or intrigued and you crave more, we have assembled what we are modestly billing as the ultimate downloadable slide deck: ‘TV Advertising’s Killer Charts’. It comes in two flavours – full deck and taster – both with notes. They are a feast of factual goodness to fatten your grey matter no matter what your metabolism.

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