Age and stage of life have the most impact on viewing behaviour. 18-34 year olds spend 3 hours and 40 minutes a day watching online video content. This is 3 hours more than people 55 and older.
The group of 18-34 year olds with a paid Video on Demand subscription spend half of their total video time on content through this subscription. Viewing preferences are mainly determined by recommendations from friends and family as well as by promotions ans trailers. The 55 plus group watches mainly on the websites from familiar TV channels, or by looking up the (electronic) programme guide.
Watching online video shows has increased overall video consumption, only partly replaceing linear television. The majority of consumers are currently favouring linear TV, even those with a paid Video on Demand subscription. 22% of consumers who have a paid VOD service prefer linear.
Market leader Netflix still shows an increase in the number of users. Netflix’s success has opened the market for other subscription services. 69% of consumers have one paid VoD subscription. 14% have two and 17% even three or more.