Insight Memo [48]Will devices for watching online videos expand to include household televisions?
With the proliferation of smartphones and tablets, online videos have become an everyday part of life. DENTSU SOKEN INC. Media Innovation Research Department has previously conducted surveys on video viewing habits during typical daily activities like commuting or before bedtime, revealing that a wide range of video genres are watched in diverse situations.
※Reference Articles: " Video Viewing During Commutes and School Rides: What Are People Watching on Trains and Buses?" "What Do You Watch Before Dreaming? The Latest Trends in Pre-Sleep Media Behavior "
When considering the situations in which online videos are watched, smartphones and tablets—which
When considering the context in which online videos are watched, smartphones and tablets—which are often constantly connected to the internet—are frequently assumed to be the primary viewing devices. While television sets have the disadvantage of lacking the mobility of mobile devices, they offer the advantage of enjoying powerful visuals and sound on a large screen. Considering the expansion of video streaming services designed with multi-device viewing in mind, television sets can also become an important platform for watching online videos.
Therefore, in December 2015, our department conducted an internet survey on the actual state of online video viewing using television sets (survey overview at the end).
*In this paper, "online video" refers to content viewable via any of the following services: subscription-based video streaming services (e.g., Hulu, dTV, offering unlimited viewing for a flat fee), pay-per-view video streaming services (e.g., Actvila, charging per title), free video streaming services (e.g., GYAO!), and shared video services (e.g., YouTube, Niconico Video).
TV Internet Connectivity Still a Minority
With the improvement of home internet environments and the spread of Wi-Fi-enabled TVs, the barriers to connecting TVs to the internet are trending downward. So, how many people are actually watching online video after connecting their TV to the internet?
This survey found that about one-quarter (23.8%) of TV owners use a connected TV. Currently, it seems those connecting their TVs to the internet are still in the minority.
When asked which devices connected to the internet they use to watch online videos on their TV, the largest group (69.0%) connects the TV itself directly to the internet. This is followed by recording devices (28.6%), game consoles (26.2%), and external tuners (22.8%), indicating internet access primarily occurs via separate devices (multiple answers allowed).
Furthermore, only 11.7% of television owners actually watch online videos on their internet-connected TVs. At this point, with various video streaming services actively entering the market, it seems more important to note that only half of those who own internet-connected TVs actually use online video services, rather than debating the size of this figure itself.
It's easy to imagine that improvements in the appeal and convenience of online video services themselves will directly increase online video viewing on TV sets. However, when considering the receptivity of online video viewing on TV sets, we cannot overlook the complex interplay of various external factors, such as usage patterns of digital devices like smartphones and PCs, and the degree of engagement with broadcast content and packaged video like DVDs. While online video viewing on TV sets appears to have significant growth potential, gaining insight into the future expansion of this viewing style requires analysis grounded in diverse perspectives.
What kind of online videos are people watching via TV?
What types of online videos are being watched on TV sets? In this survey, shared video services were the most common, accounting for 6.9% of TV set owners. This is likely influenced by the fact that many of these services are free. Music and anime are representative examples of content genres frequently watched on TV sets via shared video services.
Next are paid video streaming services. Their users accounted for 5.9% of television set owners, with movies, dramas, and anime being frequently watched.
Paid video streaming services include both subscription-based and pay-per-view services, with usage rates of 4.9% and 1.8% of television owners, respectively.
Free video streaming service users accounted for 3.1% of television set owners. Popular content genres included anime, movies, and music.
This survey also revealed the actual state of overlapping usage of two or more types of online video services. Looking at the details, the overlap rate among paid video streaming service users was the lowest at approximately 36%, suggesting they tend to concentrate their usage on the service they subscribe to via their television set. On the other hand, a very small number of people were also found to use all three types of services: paid video streaming, free video streaming, and shared video services.
A New Viewing Style: Watching One Video Across Multiple Devices
One advantage of online video is that viewing isn't restricted to a specific device. Paid video streaming services, in particular, often promote the appeal of being able to, for example, start watching a drama on a smartphone while commuting and then continue watching it on a TV set upon returning home.
This survey targeted individuals with access to paid video streaming services (either subscription-based or pay-per-view) across multiple devices—meaning they use such services on a TV set plus at least one other device (smartphone, tablet, or PC). We asked whether they ever continue watching a video started on a TV set on another digital device, or vice versa.
The results showed that the combined percentage of respondents answering "very often," "often," or "sometimes" for both patterns exceeded 70%. While the frequency varied, this indicates that many people engage in watching a single video across multiple devices.
Rather than viewing this technology-enabled viewing style as a fragmentation of viewing environments, we should focus on its aspect of enabling continuous focus on a single video across different environments, thereby increasing engagement with the content.
Considering the Future of Video Viewing Styles
While this survey on TV viewers of online videos targets a very small segment of the overall population, it aimed to illuminate one facet of diversifying viewing styles. As seen in cross-device viewing behavior, new viewing styles can become established when new technologies or services align with consumer needs.
When watching videos, viewers' mental states—such as their mood when engaging with content or who they wish to watch with—also significantly influence their behavior. Therefore, when considering the future of video viewing styles, it is increasingly essential to adopt a mindset that comprehensively understands both consumer behavior patterns and their mindset, without ruling out any possibilities.
【Overview of "Video Viewing Survey on Television Receivers"】
● Screening Survey (Web-based)
Participants: Men and women aged 15-59 nationwide
Number of Responses: 10,000
(Proportional sampling based on national gender ratio and age group population distribution)
Main Survey Participant Selection Criteria: Individuals who watch online videos on internet-connected TVs at home
●Main Survey (Web Survey)
Target Population: Men and women aged 18 to 59 nationwide
Number of samples collected: 1,200
(Proportional sampling based on gender and age group occurrence rates of individuals meeting the main survey selection criteria in the screening survey)
Survey Period: December 18 (Fri) to December 22 (Tue), 2015
Fieldwork Partner: Dentsu Macromill Insight, Inc.
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Author
Mariko Morishita
Dentsu Inc.
After working in the theater industry and research institutions, he joined Dentsu Inc. He conducts extensive research and studies on the impact of technological innovation on the information media market, focusing on audience trends. He also monitors developments in the broadcasting industry and related policies in Western countries.
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