July 18, 2017
TIME SPENT WATCHING VIDEOS ON SMARTPHONES PREDICTED TO DOUBLE
With the forecast just released from Zenith predicting that people in the UK will this year watch an average of 53 minutes and 18 seconds of online video a day, rising from 47 minutes 54 seconds last year and fuelled by the time spent watching videos on smartphones doubling, we’ve been looking at what this means for the content we create.
Essentially, as viewer behaviour changes we must first understand the new paradigm before we then create for it. Laurens Rutten, CEO of BoosterMedia, famously said “content is king but distribution is King Kong”. Whilst at the time this accurately highlighted the importance of using the right channels to reach your audience (rather than the Field of Dreams style “if you build it, they will come” approach, which led to the failure of so many early brand funded content strategies), it could also be interpreted to apply to the present day importance of understanding how, where and on which devices your content will be watched.
As our latest infographic shows, 68% of time spent viewing videos on YouTube is now through mobile, whilst 85% of video on Facebook is watched without sound. So in an increasingly mobile first and sound off environment, we’ve been placing far greater emphasis on graphics and on screen text to succinctly deliver a video narrative, in favour of talking heads and voiceovers.
That isn’t to say we’ve consigned these production techniques to the past. They still absolutely have merit, especially in corporate videos which are more likely to be watched via desktop and where individual profile raising is a key objective. However, for consumer campaigns, the simple act of thinking about how you typically consume video content is usually enough to make the case for a revised approach.
To learn more about how we’re adapting our production and distribution techniques to reflect online viewing trends, or to discuss how traditional (namely television) and contemporary (specifically live and on demand online video) broadcast channels complement each other, with the former offering reach and the latter greater targeting, do feel free to get in touch with me.
Deputy Managing Director, markettiers