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"Over-the-Top" Video Viewing Surges by more than 30%; Videogame Consoles, Rental Services, Mobile Contribute Strongly

New Knowledge Networks study shows streaming viewing on videogame consoles doubled in one year

NEW YORK, NY; September 8, 2011: A new report from Knowledge Networks shows "over the top" (OTT) video viewing has grown dramatically in just a year — both streamed and downloaded, on stationary as well as mobile platforms. Smartphones, videogame consoles, and video rental services are the main drivers of this trend, with Generations X and Y and Baby Boomers all increasing their OTT viewing.

In the 13-to-54 age group, monthly use of an alternative method for viewing TV programs or movies grew by over one-third in a year, from 26% in 2010 to 35% in 2011. This includes content streamed or downloaded to view on a TV, computer, laptop, smartphone, iPod Touch, or tablet.

Monthly use of any digital service connected to a TV rose almost 50% during the year — from 13% to 19% — within the 13-to-54 population. The study also found that a number of key metrics have doubled since 2010 for this age group:

  • video viewing on Internet-connected videogame consoles (from 6% to 12%),
  • video viewing on mobile devices (from 5% to 10%), and
  • use of a streaming video rental service such as Netflix (from 13% to 26%). (Look for more Netflix data to come from Knowledge Networks in the coming weeks.)

The report demonstrates the strong generational differences in OTT viewing; compared to Baby Boomers (ages 46 to 54), Gen Y (ages 13 to 31) is almost four times as likely to report weekly mobile video viewing (30% versus 8%), and they are twice as likely to watch streaming video weekly (56% for Gen Y, 28% for Boomers).

"The number of platforms that account for significant video viewing is approaching a dozen," said David Tice, VP and Group Account Director at Knowledge Networks. "This poses a variety of challenges — in measurement, accountability, planning, and targeting. But every challenge contains an opportunity to find new efficiencies in reaching key audiences, adding relevance to ads. Video is increasingly un-tethered, but the core elements of the video experience, and the rich context it provides, remain remarkably intact."

The study of 1,013 qualified respondents was conducted in June 2011 using KnowledgePanel®. Built on a representative, random sample of households, the probability-based KnowledgePanel® has set the standard in online surveys for researchers in government and academia, media, retail and consumer product and pharma/health care firms for more than 10 years. Using "address-based sampling," KnowledgePanel provides statistically valid representation of the U.S. population as well as many difficult-to-survey populations.

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Knowledge Networks is passionate about research in marketing, media, health and social policy – collaborating closely with client teams throughout the research process, while applying rigor in everything we do. We specialize in innovative online research that consistently gives leaders in business, government, and academia the confidence to make important decisions.

KN delivers affordable, statistically valid online research through KnowledgePanel and leverages a variety of other assets, such as world-class advanced analytics, an industry-leading physician panel, an innovative platform for measuring online ad effectiveness, and a research-ready behavioral database of frequent supermarket and drug store shoppers.

For more information, contact:

David Stanton
908 497-8040
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