nScreenMedia OTT multiscreen media analysis

U.S. binge viewers tops with 3-hour sessions

binge viewing session length

Yesterday I discussed how Limelight’s data might have led it to the wrong conclusion. Today, I want to highlight some of the other great data you can find in the report. Here are five noteworthy data points and why they matter.

Data bite 1: OVVs watch an hour a day

The average online video (OVV) in the ten countries covered by the Limelight survey watch just under an hour of online video per day. Viewers in the Philippines, India and the U.S. watch the most, with 1 hour 15 mins, 1 hour 13 mins, and 1 hour 12 mins per day respectively.

hours of online video watched per week 10 countries

According to Limelight, online video is almost at parity with broadcast and pay TV viewing. Globally, the average OVV watches 1 hour and 9 minutes of TV per day versus 58 mins of online video. In the U.S., OVVs watch 1 hour 29 mins of TV per day.

Data bite 2: 2-in-5 have SVOD service

Across the ten countries, 59% have of OVVs have at least one SVOD service. The U.S. leads with 4-in-5 subscribing to at least one service. Globally, the young lead the charge to SVOD. Those aged 26-35-years-old have the highest uptake, at 75%. The 18-25-year-olds are next with 69%.

Data bite 3: Browsing streaming site still the most important discovery mechanism

Even though 68% of Americans use Facebook and 73% use YouTube, a video service providers site or app is still the place most people learn about new shows or movies. In the U.S., 31% normally browse a streaming service’s website or app for something to just. Just 9% mostly use social media. Friend and family recommendations are also very influential, with 28%, and 20% prefer streaming service recommendations.

Data bite 4: Home is where the viewing happens

Across every country covered, the home was the preferred place to watch. Limelight asked survey participants to score how often they watched from a location on a scale from 1 to 4. The home won out, scoring an average 3.1 across all countries. The next most popular was while commuting (1.04). At work or school received a score of 0.79.

I wonder if people were entirely honest about their work viewing. Other data shows a distinct uptick in viewing at around noon.

Data bite 5: Average U.S. binger watches for 3 hours

Yes, it’s true. No one binges as we do in the U.S. Limelight says that the global average for binge viewing sessions is 2 hours 7 minutes. However, in the U.S. we typically binge for 2 hours 56 mins. Why watch two episodes when you can watch 3?

Once again, the young lead in marathon viewing sessions. Globally, 18-25-year-olds watch for 2 hours and 58 mins, followed by 26-35-year-olds, with 12 mins less. In the U.S. at least, older Americans watch far more TV than the rest of us, clocking over 7 hours per day. However, Limelight says they don’t carry this behavior to SVOD. When the typical over-60 online video viewer binges, they watch for just 1 hour 7 mins per session. That’s hardly bingeing at all!

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