Technology now offers a wide variety of devices, from which we can access online video content. Nielsen explores this trend with a new report entitled “The screen wars”.
The user options have multiplied and meaning many more opportunities for content creators and brands. In the context of a global audience favored by Internet, Nielsen discusses user’s digital behavior in more than 60 countries around the world; how the user faces video programming, ie, any type of content displayed on any type of device.
Consumption changes in the multiscreen environment
The use of television and video consumption is already definitely multiscreen. The global audience enjoys the freedom of connecting anywhere and anytime (76%) and considers very convenient (59%) to access the online video from mobile devices.
Thanks to new technologies, we can have control over when and where we want to interact with brands, the user can view different contents in one day (64%) or limit the amount of advertising through technology.
The traditional use of video, including TV as the primary display is still valued very highly, especially at home. There are no signs that the TV has lost its hegemony between home screens, since users claim that if possible, prefer to consume video content on large screens (63%).
The Nielsen study reveals that 65% of respondents prefer live broadcasts. Video programming is especially appealing if you can follow it at the same time on social networks (47%) and also 58% of users are interested on searching other Internet content while viewing.
The connecting device depends on the situation.
The audience makes use of either device to display depending on the time of day, what the user is doing and the type of content.
When it comes to connecting from home and when the user is alone, television becomes the first option. In general it works for almost all types of content (fiction, reality shows, documentaries, kitchen …), with the exception of short videos, for which we prefer the computer.