by Thinus Ferreira
A majority of consumers around the world who took part in a new research study said by a wide margin of 69% that video streaming services like Netflix offer better value for money than traditional pay-TV services like MultiChoice's DStv, with 64% of viewers who said that video streaming content is more entertaining.
In new consumer research that Criteo conducted worldwide under 9 000 viewers, 63% of consumers in its The State of Video & Connected TV Survey said that they have been spending more time using video streaming services and watching streaming video content since the start of the global Covid-19 pandemic.
More than half (53%) of Millennials and Generation X consumers who took part said that they foresee spending even more time in future watching live streaming of content, while 31% in these age brackets said that they will be spending more money to watch and subscribe to video streaming services.
Smart TV sets are by far (73%) the most popular way that people across the world are watching video streaming content, followed by smartphones (52%), PCs and laptop computers (47%), and then tablets (29%).
Under the youngest viewers, mobile devices are the most popular device for video streaming. Three-fourths of Gen Z consumers watch video streaming streaming on their smartphones, while nearly two-thirds use their computer or smart TV.
In every other generation, the smart TV set is the most popular device for video streaming.
Almost two-thirds (61%) of consumers say that the cost of a video streaming service like Netflix or Amazon Prime Video is the most important factor determining whether they will use it, while the name percentage of users who make use of an AVOD service or one that shows adverts in order to save money, for instance eMedia's eVOD streamer.
Criteo's global survey shows that viewing of all types of video streaming content accelerated in 2020 and that 3 out of 5 people are watching more paid streaming services, with more than half who are watching more free streaming services, doing video game live streaming, and watching social media videos.
"Paid video streaming saw the highest viewing increases, with 3 out of 5 consumers saying they watch more paid streaming services such as Netflix, Amazon Prime Video, Disney+ and Apple TV+".
What's important?
Other important factors include the flexibility to cancel their subscription anytime, and the availability of free content.
Interestingly, consumers are most likely to pay to stream movies and TV shows on-demand, but two-thirds want to get live news for free. Half of them want to watch live award shows and live gaming for free, while 2 in 5 want to see live sports for free.
