Time spent watching online video content has quadrupled during the novel coronavirus (COVID-19) outbreak, according to a survey across 10 markets from Limelight Networks. Four hours and three minutes per day were spent watching online videos in April and May 2020, compared to one hour in August 2019.
Consumption is highest in India, where over five hours is spent watching per day during COVID-19, particularly for infotainment content. Scandinavian markets follow at 4:52 (hours:minutes) while Singapore is also above the global average at 4:47.
Japan (+473%) and Germany (+374%) saw the largest increase in viewing time during COVID-19.
While younger audiences have watched more online video content during COVID-19, the over 54 year-old group saw the largest increase. Daily average consumption for this group rose 371% compared to August 2019, while 45-54 year-olds rose 343%.
This rapid growth in consumption will drive higher advertising investment into online video, with spend forecast to grow 5% this year and YouTube recording a strong first quarter of 2020. This has also caused online video's rising cost per thousand to slow for advertisers.
Livestreaming is one area of growth for both users and advertisers, particularly as it can be merged with e-commerce efforts. Influencers are able to react to consumer needs quickly and offer brands the opportunity to directly provide consumers with entertaining and creative content.
Marketing in the COVID-19 crisis
This article is part of a special WARC Snapshot focused on enabling brand marketers to re-strategise amid the unprecedented disruption caused by the novel coronavirus outbreak.
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June 25, 2020 at 11:53PM
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Online video consumption quadrupled during COVID-19 | WARC - Warc
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