Note: This website was automatically translated, so some terms or nuances may not be completely accurate.
Insight Memo [60]Do you watch online videos on your home TV set?
(Table of Contents)
▼Survey on Internet Video and Television Receivers Conducted for the First Time in Two Years
▼Latest TV Models Make Online Video Viewing More Accessible
▼ "Music" on sharing platforms like YouTube, "Movies/Dramas" on streaming services like Netflix
▼Existence of a segment owning internet-connected TVs but not watching online video
▼The trigger for watching online videos on TV: "Because someone told me I could"
▼Enjoying large screens and high definition at leisure. The benefits and potential of TV
Survey on online video and television sets conducted for the first time in two years
The emergence of various online video services and the proliferation of viewing devices like smartphones have diversified online video viewing styles.
Focusing on viewing devices, smartphones and tablets enable location-independent viewing experiences. On the other hand, television sets (hereafter referred to as TVs) offer the advantage of watching online videos on a large screen in a relaxed environment. However, this requires either connecting the TV itself to the internet or setting up streaming from other devices like PCs.
Dentsu Inc. Media Innovation Lab conducted a web survey in September 2017 targeting "people who use online video services on TV." In this survey, "online video services" refers to any of the following:
[Classification of Online Video Services]
・Subscription-based video streaming services (e.g., Hulu, Netflix – services offering unlimited viewing for a flat fee)
・Pay-per-view video streaming services (e.g., Actvila – services charging per title)
・Free video streaming services (e.g., GYAO!)
・Shared video services (e.g., YouTube, Niconico Video)
Approximately two years have passed since our previous survey in 2015 ( see Insight Memo #48 ). During this period, new online video services like "AbemaTV" have emerged. Operators promoting campaigns emphasizing "the experience of watching online videos on a large TV screen" have also appeared, indicating changes in the environment surrounding online video viewing. This column analyzes these environmental shifts based on the survey results.
Please note that this survey used a different panel from the 2015 survey, making direct comparisons with previous results impossible. The survey criteria were also set more strictly than last time, targeting "people who used online video services on their TV within the past month. "
Additionally, this time we also surveyed "people who own an internet-connected TV but do not use online video services on that TV. "
*See the end of the article for survey details.
Latest TV Models Make Online Video Viewing More Accessible
In the screening survey, 29.0% of respondents stated they "use a TV connected to the internet." Narrowing it down further, only 12.6% "used an internet video service on their internet-connected TV within the past month." This indicates that the number of people currently watching internet videos on TV cannot be considered high.
By service type, the most commonly used online video service on TVs is sharing-based video services like YouTube. This is followed by paid video streaming services (including both subscription-based and pay-per-view models) like Netflix, and then free video streaming services like GYAO!.
Figure 1: Online Video Service Usage on TV Sets
Regarding specific service names, "YouTube" was the most used online video service on TV across all age groups. Among paid services, "Amazon Prime Video," "Hulu," and "Netflix" were popular. Respondents also mentioned relatively new services like "AbemaTV" and "DAZN."
A characteristic of people watching online video on TV is that they tend to use relatively newer TV models. Nearly half (49.6%) of respondents used TVs purchased between 2014 and 2017.
Furthermore, the most common method for connecting TVs to the internet was "direct internet connection via the TV itself" (53.1%). This likely reflects that newer TVs are designed with built-in features like Wi-Fi, making internet connectivity easier.
Figure 2: Most Common TV Internet Connection Methods (Top 5)
For sharing platforms like YouTube: "Music" For streaming services like Netflix: "Movies/Dramas"
So what kind of videos are being watched on TV?
Figure 3: Online Video Genres Watched on TV
First, "dramas" and "movies" are frequently watched on both paid video streaming services (subscription-based/pay-per-view) and free video streaming services.
On the other hand, the most-watched video genre on sharing-type services, represented by YouTube , was "Music. " This trend aligns with the 2015 survey results. Incidentally, in group interviews conducted the year after the 2015 survey, many respondents mentioned "continuously playing YouTube playlists created on PCs or other devices via their TV." Reasons cited included:
・Because the TV offers the best sound quality in the home
・Because they want to concentrate on other tasks on their PC or smartphone
This serves as an example of how TV usage can flexibly adapt based on the desired experience.
The existence of a segment that owns internet-connected TVs but does not watch online videos
What are the purposes for connecting TVs to the internet?
Figure 4: What are the purposes for connecting TVs to the internet?
※Respondents:Those who watch online videoson their internet-connected TV
Since this survey targets people who watch online videos on their TVs, "To use online video services" (43.4%) was the most common reason. This was followed by "To use the TV's software updates" (32.0%) and "To use data broadcasting" (20.0%). (Multiple answers allowed)
Conversely, when the same question was posed to "people who own an internet-connected TV but do not watch online videos on it," the results were as follows.
Figure 5: What is the purpose of connecting your TV to the internet?
※Respondents:Those who do not watch online videoson their internet-connected TV
The second-ranked response is noteworthy. The fact that a significant number of people connected their TV to the internet "just as part of the initial setup process for a newly purchased TV," without having a specific purpose in mind, is an interesting point when considering the future expansion of internet-connected TVs .
The trigger for starting to watch online videos on TV was "because someone told me I could watch them"
We also asked, "What prompted you to start using online video services on your TV?"
Figure 6: Triggers for starting to watch online videos on TV (Top 5)
The top reasons cited were "I saw an advertisement or promotion from an online video service provider and learned it could be watched on TV" (27.9%), followed by "I was recommended by a salesperson when I replaced my TV" (22.2%).
Indeed, more video streaming providers are running campaigns highlighting the enjoyment of videos on large TV screens. This result can be seen as a response to such initiatives.
Conversely, what are the barriers for people who own internet-connected TVs but don't use video services on them?
Figure 7: Reasons for not using online video services on TV (Top 5)
Responses like "Other devices are more convenient," "Don't know how to do it/too much trouble," and "Think it costs money" rank highly.
Incidentally, within this group, only 14% have friends or colleagues who use online video services on their TVs. This suggests that even when home TVs are internet-connected and viewing environments are ready, people struggle to grasp the actual usage scenario and find it hard to take the first step.
Large screen, high definition, and relaxation. The benefits and potential of TV
Those who watch online videos on TV cited the following benefits:
Figure 8: What are the benefits of watching online videos on TV?
All highly value the relaxed viewing experience, revealing TV's potential as a platform for online video consumption.
Beyond the TV's inherent features of large screen and high definition, it's reasonable to infer that the evaluation also includes the comfortable viewing environment surrounding the TV, such as the sofa positioned facing it in the living room.
It's easy to imagine that setting up a home wireless LAN environment or upgrading to the latest TV model would lower the barrier to watching online videos on TV. Furthermore, many people learned that "online videos can be watched on TV" through explanations from store staff when buying a new TV or through promotions by video streaming services, and then actually watched them.
On the other hand, there are also cases where information about specific viewing methods or the level of effort involved is not sufficiently communicated to viewers.
How widespread will the practice of watching online videos on TV become?
While understanding consumers' behaviors, needs, and home network environments and device adoption is clearly crucial for predicting its spread, the survey results also suggest that the efforts of related businesses—online video distributors, TV manufacturers, and retailers—will have a significant impact.
While significant changes in TV usage patterns are unlikely in the short term, the "advantages of TV" – offering a viewing experience distinct from smartphones – are being reevaluated. This trend carries implications not only for the future of online video viewing styles but also for redefining the role of TV sets as "devices for watching broadcast television." This development warrants continuous monitoring.
"Second Survey on Online Video Viewing via Television Sets" Overview
● Survey Method: Internet survey (Survey Area: Nationwide)
● Valid Sample Size: 2,531 samples (Men and women aged 15-59)
＊Series 1 = 1200 samples
Used online video (any of subscription-based video services, pay-per-view video services, free video services, or sharing-based video services) on a TV within the past month
＊Series 2 = 1331 samples
Has a TV connected to the internet but does not use online video services
＊Occurrence rate from screening survey (nationwide men and women aged 15-59, 22,394 samples), weighted back to match the sex and age composition ratio of the 2017 Basic Resident Register
●Survey Period: September 22-25, 2017
●Cooperating Institution: Video Research Ltd.
Was this article helpful?
Share this article
Newsletter registration is here
We select and publish important news every day
For inquiries about this article
Back Numbers
Author
Mariko Morishita
Dentsu Inc.
Marketing Administration Center, Media Innovation Research Department (Dentsu Inc. Media Innovation Lab)
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.
Insight MemoThe Reiwa "New" Era! Where is the Media Society Headed?How has media consumption changed in response to the COVID-19 pandemic?New Approaches Discovered Through Audience ResearchInformation Media White Paper 2022: Unraveling Media Consumption and Dissemination in the "With COVID-19" EraInformation Media White Paper 2023: What You Need to Know Now—The Past, Present, and Future of Media and SocietyInformation Media White Paper 2024: The Rapidly Changing Media Environment and Consumers100 years since its birth. Radio, today...Information Media White Paper 2025: New Horizons in Communication Shaping the Future
dentsu Media Innovation Lab
Dentsu Inc.
Launched in October 2017, leveraging Dentsu Inc.'s longstanding media and audience research expertise. Conducts research and disseminates insights to capture shifts in people's diverse information behaviors and understand the broader media landscape. Provides proposals and consulting on the communication approaches companies need within this context.
Insight MemoSpecial Discussion: "Japan's Advertising Expenditures"Explore the Amazing World of YouTube Creators with UUUMInformation Media White Paper 2024: The Rapidly Changing Media Environment and ConsumersLife Stage Matters More Than Age!? Analyzing Women's Media Behavior in the Age of Diversity100 years since its birth. Radio, today...College Students and the Future of Media, Communication, and Advertising in Ten YearsInformation Media White Paper 2025: New Horizons in Communication Shaping the Future