What’s the typical day in the life of a digital video consumer? We teamed up with video ad tech company YuMe to dig into the lives of video consumers – and specifically, to see what sorts of trends and patterns emerge around devices, apps, and behaviors.
Our latest report, released this morning at Audience Measurement 2016 in New York City, identifies four different online video personas. We already know that most digital consumers interact with a variety of multi-screen touchpoints around the clock. When it comes to video, however, we can observe some distinct behaviors across each of these four personas.
Here’s a sneak peek at the life of an “online video addict,” defined as “a heavy video user primarily on a single device.”
While video addicts may be dedicated to using one or perhaps two primary screens, they show little loyalty to sites or services – our typical video addict, as illustrated above, easily moves across some of the biggest video streaming sites and services, including Netflix, YouTube, and Hulu, browsing a combination of short- and long-form video content. This browsing behavior also extends to the rest of their online behavior, as they navigate across several different photo editing and sharing apps and social media networks throughout the day.
Nighttime is Primetime
Notably, during standard network TV “primetime,” online video addicts are mostly idle; instead, their most active time on the screen is late at night. And when they do finally begin tuning into online video, it’s not the only thing holding their attention – online video addicts pause longform video in order to take quick breaks on social media, share and review photos, and check their inboxes. While our research shows that smartphones have overtaken PCs as the most popular household device, just edging out laptop or notebook PCs, the smaller screen’s popularity is especially strong among online video addicts, whose smartphone video use peaks late at night, along with their viewing habits.
And, of course, it’s pretty evident that our online video addict is something of a night owl – meaning, primetime for these heavy video users is actually the graveyard shift for most traditional television advertisers. Perhaps online advertisers have a leg up here, and can save a few dollars by reaching out to these viewers exactly when they’re most engaged with video content.
Interested in learning more about our online video persona research? See the full report here.