Mediapulse: Classic TV strong, YouTube popular on small devices
For its fourth-quarter report, Mediapulse analyzed usage by device. TV and Netflix are consumed via TV sets, while YouTube is primarily watched on small-screen devices. Compared to streaming, traditional television also attracts the most viewers during every season.
As part of its TV research, Mediapulse publishes a quarterly report on streaming data with the aim of quantifying the distribution and use of relevant video and streaming platforms and comparing them with the corresponding key figures for TV use.
The first two quarterly reports were communicated on the basis of total figures; the report for the third quarter then also provided breakdowns of reach figures by the target group characteristics of age and gender for the first time.
Now, in its fourth and latest edition, Mediapulse is supplementing the report with a distinction of streaming usage by different end devices.
Classic television most popular
With the data for the fourth quarter, the Mediapulse Streaming Data is now available for a full calendar year. The report shows that classic TV retains by far the most viewers with the longest usage time at all times of the year, and this almost exclusively via a classic TV set. In addition, the video platforms YouTube and the streaming provider Netflix also achieve relevant audience shares.
In comparison, the other streaming platforms Disney+, Amazon Prime or Apple TV+ reach only very few people per day. Mediapulse will therefore no longer take these platforms into account in further data analyses.
YouTube is mainly consumed by boys and on the smartphone
The fourth quarter report still shows that YouTube reaches more people in the 15 to 29 age group than the TV stations' offerings. In this age group, YouTube is the moving image offering with the largest user base.
The study also shows that TV and Netflix are still mostly consumed on conventional TV sets, while YouTube is mainly at home on small screen devices.
With the further development of its TV measurement system, Mediapulse is pursuing the general goal of providing the Swiss TV market with an independent, cross-platform and comparable database with which the use of TV and other moving image offerings can be uniformly quantified and continuously monitored.
