Moving images: Video content conquers all screens via the Internet
Watching video content online is becoming increasingly popular: For years, the number of people watching video content online has been rising. In Germany, this figure most recently rose from 59 percent in 2016 to 67 percent in 2017. At the same time, traditional, linear television continues to hold a firm and significant place in everyday life: Respondents report watching nearly three hours of TV per day, roughly the same as in previous years.
Short video clips and short explanatory videos on video portals such as YouTube are watched by almost one in two people at least once a month. A good third watch moving image content on social networks. The younger the target group, the more pronounced the use: around three quarters of 14 to 29-year-olds watch video clips on video portals or social networks at least once a month. Around one in four watch complete TV shows or entire series in the media libraries of TV stations.
While free online offerings dominate, paid videos, for example via video-on-demand, are experiencing strong growth for the first time this year: 13% say they watch films, series, documentaries or sports broadcasts for a fee at least once a month. This represents an almost doubling of usage compared to the previous year.
For a long time, the use of moving images was tied to the sofa at home. The increasing spread of smartphones makes TV and video content mobile: 53% of 14 to 69-year-olds watch videos on their smartphone, 41% also do so outside the home.
Despite the increasing use of online video content, traditional, linear television usage has remained very stable over time. As in previous years, respondents estimate that they watch almost three hours of television a day. Traditionally, 14 to 29-year-olds watch less television (a good two hours a day), but viewing time is also constant within this age group.
In addition to moving images, audio content and information in written form also play a major role in internet use. A good half of respondents use audio content such as music or podcasts online at least once a month, e.g. via YouTube, music streaming providers, web radio or podcast providers. For information on current events, 46% of 14 to 69-year-olds regularly access news portals or the websites of newspapers or TV stations.
Petra Dittrich, Senior Director Media Research at Kantar TNS, attributes the increasing use of moving images on the Internet in particular to the availability of more and more Internet-enabled devices and fast Internet access: "We have been conducting the TNS Convergence Monitor since 2008. In that year, Internet use was still synonymous with surfing via ISDN on a PC at best. Today, almost every 14 to 69-year-old has access to both a computer and a smartphone, and there is often also a tablet or smart TV in the household. In addition, the majority of households can now also use data-intensive applications such as videos via the internet without any problems."
These and other findings can be found in the tenth edition of the TNS Convergence Monitor research series, a joint study by ARD-Werbung Sales & Services, Discovery, Mediengruppe RTL and ZDF. The representative study provides a well-founded overview of the spread of convergent technologies for telecommunications, internet and media as well as consumer attitudes and interests.
