70% Stream Video Daily, 67% Have Streamed Live Video: IAB
In a worldwide study of attitudes toward video streaming, the Interactive Advertising Bureau (IAB) find that 70 percent of adults 18-and-over watch online video daily through a connected device, which includes computers, phones, tablets, and connected TVs. The areas with the highest averages are the Middle East and North Africa (MENA) at 77 percent and South Africa at 80 percent.
Looking just at live video, the study finds 67 percent have streamed live content at some point. MENA again has a high average at 90 percent. Also, 47 percent say they stream more live video now than they did one year ago, and 44 percent say they watch less traditional TV as a result of the live video they stream.
The IAB got its results by asking a 29 question survey in 21 markets to 4,200 adults (200 in each market).
Phones are frequently used to stream live video, but they're used for shorter viewing sessions. While 62 percent of those surveyed have streamed live video to their phone (and often stream live video multiple times per day), connected TVs get the most live video use: 67 percent of those who typically stream long-form video (30 minutes or more) do so on a connected TV. Phones are more popular for content under 30 minutes in length.
The most common way for people to discover live video streams is through social platforms, where 51 percent get their information. TV shows are the most popular things to stream live.
For more, including consumer attitudes on ad-supported video, view the full survey (no registration required).
Related Articles
Entertainment celebrities are no longer content to create their own personal podcasts. The power play now is creating an entire slate of new productions.
16 Oct 2019
While Facebook signaled that it would change Live API permission rules several months ago, some producers were likely still caught off guard.
02 Aug 2018
Thanks to an expanding list of streaming options, viewers of all ages are less likely to make traditional live linear TV their default starting point.
13 Jul 2018
Streaming Media Contributing Editor Tim Siglin interviews IAB's Eric John at Streaming Media East 2018
17 May 2018
With revenues soaring to $220 million this year and popular series becoming mainstream sensations, times have never been better for podcasters.
07 Sep 2017
The number of people with an internet-connected television has shot up in the last two years, as has the amount of time people spend watching streamed programming.
11 May 2017