With regards to online video, Netflix grows and Facebook declines, according to Ampere Analysis.
However, YouTube is still tops: internet users are most likely to have watched a video on YouTube in the last month. YouTube has the largest reach in all countries except the UK, where iPlayer is number one.
Netflix has extended its lead over Facebook as the second most popular service.
“BBC’s iPlayer continues to demonstrate how successful broadcaster-led on-demand services can be, ” said Richard Broughton, Director at Ampere.
“iPlayer is consistently among the online video services with widest reach in the UK – and is a clear example for other public and commercial TV groups as to how broadcast players can drive engagement with OTT video users, and compete with new online competitors.”
Ampere research also shows that Amazon viewers are more likely to be men, Instagram video viewers are more likely to be women.
Amazon has the strongest skew towards male viewers – 57% are men. YouTube, Netflix and Facebook video viewers are balanced between men and women, and Instagram viewers are more likely to be women (56% vs 44% men).
Netflix and Amazon views increasing, but Facebook declining. Over the last two years, the proportion of internet users in the US and Europe who have watched online video on Netflix have generally been increasing.
Since Q3 2017, the proportion of internet users who say they have viewed an online video on Facebook has declined.
Facebook’s decline has occurred in the US and in most European markets. Since Q3 2016, US viewers of videos on Facebook have declined from 35.5% to 23.7% of internet respondents. The US has experienced the only double-digit decline, making it the largest decline, followed by Italy (-6.7 points) ad Denmark (-6.0 points).
The only exceptions to this trend are Poland, where viewers have increased 6.9 points, and the UK have increased slightly (+1.6 points).
However, in the UK viewers of video on Facebook have been declining since Q3 2017.
“The apparent declining engagement with Facebook video is potentially symptomatic of some of the wider challenges Facebook is facing engaging younger audiences at the moment, and the impacts of the negative press surrounding the use of Facebook data in political campaign targeting,” said Richard Broughton, Director at Ampere Analysis.
“Nonetheless, video remains a priority for Facebook’s growth strategy, and recent investments in new video ad formats, as well as partnerships in the sports sector, highlight the forward-looking efforts that the social media giant is putting in to expanding this part of its business.”