Nearly 40% of U.S. broadband households visit video sharing sites weekly

Thursday, April 20th, 2017 
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Nearly 40% of U.S. broadband households use video sharing sites like YouTube on a weekly basis

  • Senior Analyst to examine OTT video landscape at NAB Show Las Vegas, April 24

New U.S. consumer research from Parks Associates reveals that 39% of U.S. broadband households visit a video sharing site like YouTube at least once a week. In total, 59% of U.S. broadband households visit an online video site on a regular basis.

Glenn Hower, Senior Analyst at Parks Associates, will share insights and consumer research on the OTT video market next week at NAB Show Las Vegas. Hower will speak on the session “OTT Video Services: Fighting to Capture and Retain Users” on Monday, April 24, at 12:10 p.m. The session explores the trends and dynamics of today’s OTT video market and reveals new data on adoption, churn, and which companies are finding success.

Frequency Of Streaming Media Usage - U.S. Broadband Households

“User-generated video from sites like YouTube skew heavily to young consumers,” Hower said. “Consumers 18-24 go to a video sharing site 13 days per month on average. They also use a video chat app like Snapchat an average of nearly 11 days in one month. The TV is still the most-used device for watching video content, but increased usage of secondary devices and video apps is making a significant impact on how users, especially younger viewers, consume and perceive content.”

360 View: Digital Media & Connected Consumers also shows that live streaming on platforms like Periscope and Facebook Live is still in its early days. The firm notes that 26% of households participate in live streaming activity, such as streaming video from their own device or watching video over a live streaming platform.

“Emerging content platforms are changing the way content creators tell visual stories,” Hower said. “Services like YouTube have given rise to video bloggers and sketch performers to interact with and incorporate their audiences in a way that traditional media like film and television cannot allow. In addition, live streaming on platforms like Twitter’s Periscope or Facebook Live is raw and impromptu, which can come across as more ‘authentic’ compared to a recorded video that has been edited and perfected.”

Parks Associates is supporting NAB Show Las Vegas. The event, hosted by the National Association of Broadcasters, is where global visionaries from the entire digital ecosystem convene. The event includes broadcast, digital media, film, entertainment, telecom, mobile, advertising, retail, security, sports, live events, online video, IT, virtual and augmented reality, and more.

360 View: Digital Media & Connected Consumers analyzes trends in music and video consumption by platform, source, and content expenditure. It segments consumers based on their consumption habits and identifies how these habits have been changing over the last four years and how the relative size of each segment is changing. The research also explores OTT service subscriptions as well as current online gaming consumption figures.

Links: Parks Associates