Who, which, where: How audiences are sharing video content

When publishers aren’t talking about native, they’re talking about video.

Video is a priority for publishers – and not just because Facebook has told them it should be. Audiences are watching more and more digital video on a wider variety of platforms. Consequently brands are clamouring for video content against which they can serve ads and hard-up publishers and huge media companies alike are only too eager to oblige.

There’s no such thing as a free lunch, though. There are unanswered questions about the sustainability of the video ecosystem and given the sheer amount of video uploaded every second publishers are butting heads with brands, multi-channel networks and individuals themselves in a battle for viewing figures that may or may not be what they claim to be.


Image source

With all those headwinds it’s vital that publishers’ video distribution strategy is more detailed than simply “let’s get it out there”. A more considered approach will pay dividends, a requirement for which is data about who shares what – and why.

Figures from Global Web Index suggest that 6 out of 10 people are now regularly sharing videos online. That’s unsurprising given the truly ridiculous amount of time people spend watching video online, and the average amount of time people will spend consuming online video each day is set to increase 19.8 percent in 2016, according to ZenithOptimedia’s Online Video Forecasts.

The Ericsson Mobility Report highlights how 50 percent of mobile data traffic currently comes from video, and Reuters predicts video will grow 14 times within five years and account for 70 percent of mobile network traffic, so expect the amount of video sharing to increase by a comensurate rate. Of course much of that sharing happens within walled gardens like Facebook, with some stats demonstrating that users are sharing 75 percent more video than even a year before, with no signs of that trend slowing down.

And predictably it’s the younger generations who are sharing the most. Global Web Index’s research shows that people age 16 – 44 are far and away most likely to upload or share video online, on any platform, with the 25 – 34 group narrowly edging out the 16 – 24 group 68 percent to 63 percent.


Image courtesy of Global Web Index

So given those stats it’s genuinely surprising where the majority of people report they share video. The same study by Global Web Index found that each age group is more likely to share on PC than any mobile or tablet device.


However, with the huge rise in mobile consumption habits – not to mention the maturation of the technology meaning sharing can be done more readily – we expect that sharing via mobile will likely eclipse sharing on PC or laptop within two to three years.

Men are slightly more likely to share than women overall – 60 percent to 57 percent – but there is actually enormous variance in how much video gets shared online by territory, with Europe surprisingly bottom of the pile.


When considering their video distribution strategy, then, publishers should consider the following:

  • While watching video on mobile might soon be the default for most audiences, at the moment PC is still the primary platform on which sharing happens
  • Europe and North America, despite their prominence in the mind of publishers, actually lag behind the rest of the world when it comes to sharing video
  • Sharing on mobile is likely to occur within walled gardens, so effective branding in the videos themselves is paramount
By |2016-10-20T00:01:00+00:00October 20th, 2016|Analysis|Comments Off on Who, which, where: How audiences are sharing video content

About the Author: