Video Streaming Trends Marketers Need to Keep an Eye on

The COVID bump appears to be here to stay for video streaming

FREMONT, CA: People across generations are watching more videos than ever before, and they intend to watch much more in 2022. While numerous variables are contributing to the increase in video consumption—including increased time spent at home—one of the most significant is the rise of video streaming.

Consumers can choose from dozens of video streaming providers, both free and paid. Indeed, PwC forecasts that video streaming income would climb 60 percent between 2020 and 2025, reaching $94 billion by the end of 2025, with the majority coming from subscription fees.

The following are some video streaming trends that marketers should be aware of.

The majority of consumers spend more than 5 hours each week watching streaming content—and this number will continue to grow: The majority of people are increasing their reliance on paid streaming services, while more than half are increasing their reliance on free streaming services, video game live streaming, and social media videos.

Paid video streaming had the greatest rise in viewership, with three out of every five customers reporting increased use of paid streaming services such as Netflix, Prime Video, Disney+, and Apple TV.

Consumers spend the most time watching premium streaming services, but they also spend substantial time watching free video material.

Even as people increase their time spent away from home, they expect to spend more time in the future watching video material.

Over half of users have a smartphone and utilize video streaming services: While most customers stream video on their largest screen—their television—more than half do so on their laptop or smartphone.

Mobile is the most popular device for streaming video among the youngest viewers. Three-quarters of Gen Z customers use their smartphone to watch video streaming, while others use their PC or smart TV.

Consumers desire unlimited access to live content: Consumers are more inclined to pay for movies and television shows on-demand. They want free access to live news, award shows, games and want free access to live sports.

Consumers believe that streaming services are more affordable and provide higher-quality content than cable: Across generations, consumers' primary considerations when selecting a streaming service are the cost of the subscription and the quality of the video content. Additionally, essential characteristics include the possibility for subscribers to cancel their subscriptions at any time and the availability of free content.

Additionally, customers believe that streaming services provide more enjoyable material than cable or satellite television. This similar segment of viewers believes that streaming subscriptions provide a better value for money than cable or satellite TV subscriptions.