Facebook’s Video Strategy Shows Signs of Success: IHS Markit
更多的证据, 如果需要的话, that viewing to linear and pay TV services is subsiding while online and social media video consumption is on the march.
In a new report compiled by research analysts at IHS Markit, linear TV viewing in the U.S. declined by 17 minutes in 2018, compounding the 25-minute reduction of the year before.
更重要的是，你.S. pay TV subscriptions declined for the fourth consecutive year (3.5 million subscriptions were lost compared with 2017), 损失600英镑,000个付费电视点播家庭.
同时, online viewing increased by nearly 21 minutes, driven largely by SVOD and social media sites.
事实上,你.S. consumers spend more time watching video on social media than those in major European markets tracked in the report.
This is attributed to the 2018 launch of Facebook Watch and the increasingly video-centric approach of sister platforms Instagram and WhatsApp.
In a finding that will support the case short-form content service Quibi 给广告商带来的好处, mobile devices have become a key area of growth in terms of video consumption, “尤其是在户外, as data plans become more affordable and screen sizes increase,Fateha Begum说, principal research analyst at IHS Markit.
“连接客厅设备, 然而, present new opportunities for social platforms to reach wider audiences particularly as consumer appetite for short-form viewing improves.”
Despite the preference towards OTT video services and cord-cutting, the TV set remains the most important screen in the household for video consumption, 报告发现.
多于1.2 billion video-capable devices were actively connected to the internet in 2018, 比2017年增加了5000万. The majority of this growth was driven by connected living-room devices—connected TVs, 机顶盒(stb), 数字媒体适配器, 游戏机, 和蓝光播放器.
U.S. 家庭平均为1.6 connected devices attached to their primary TV set. However, the STB remains the most used device for video access.
Across all the markets studied for this report, 包括德国和英国, total time spent viewing television across platforms showed a decline as consumers increasingly turn to non-linear video instead.
“在过去几年里, non-linear television viewing was largely additive to traditional linear TV viewing, driving up the total number of minutes watched,” said research analyst Rob Moyser. “However, non-linear now has become an alternative for linear TV for many consumers. 结果是, total cross-platform viewing time is returning to levels seen prior to the rise of on-demand viewing.”
图片:在美国, more than 90 minutes per-person per-day was spent watching video content online.
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