New results of a regular study on the viewership of video content on the internet by Nielsen Admosphere provide, among other things, a typology of viewing behaviour and describe trends in the consumption of internet videos.
Czechs watch internet videos most often on a TV screen. Almost half of the online population over 15 years of age do so. Compared to six years ago, there has been almost no change (-1 percentage point). This is shown by a new wave of research on video content viewing in the Czech Republic, which is regularly conducted by Nielsen Admosphere and whose results were published at Thursday's Forum Media conference by the agency's managing director Tereza Šimečková and Ad Intel Business Director Tomáš Hynčica.
On the contrary, the viewership of video content on smartphones is growing significantly. It currently accounts for almost a third of the share (31%) and has increased by 10 percentage points since 2016. Video content is watched on laptops by 25% of the population and on PCs by 18%. For both of these devices, video content viewership has declined by 11 and 8 percentage points respectively over the last six years. Online video viewing on tablets is also declining (6%).
The largest proportion of the population watches online video content on free video sites (e.g. YouTube) - 92% at least sometimes, 53% once a week. This is followed by a relatively balanced viewership of videos on TV station websites (75% sometimes, 29% weekly) and news websites (75% at least sometimes, 28% weekly). A fifth of the population still downloads video content for free.
The most used paid video service in the Czech Republic is Netflix, watched by 32% of the domestic 15+ population. As Tomáš Hynčica pointed out, a third do so using foreign accounts. This is followed by HBO Max, which is watched by 17% of the population, and Voyo with 12%.
The Nielsen Admosphere study also provides a typology of the TV viewer. The largest group is the traditional TV consumer (about 2.2 million people), which includes traditional TV viewers around 50 years old who mostly watch TV terrestrially. The second largest group is the video picky consumers, which is similar to the former, but these viewers are more selective about what content they watch. And this group is also growing rapidly. Similarly large is the group of thrifty strong video consumers, who cannot or do not want to pay for video content yet. The group of modern video consumers then includes viewers who are mostly under 35, often don't even have a TV set, watch videos on social media and are willing to pay to watch content. The last group consumes as much video content as possible, with the majority of this group (63%) being male.
The study includes a number of other themes related to video content viewing. It also shows that Czechs are more willing than ever to pay for video content, but also that 57% feel overwhelmed by the amount of video content available online.
Source: mediaguru.cz
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