Data Store Video

Key video behaviour by video segments Q2 2023 Available for: US, UK, Canada, Australia, Germany, France, Sweden, South Korea, Brazil

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This dataset contains survey data regarding key video related behaviours acrossmore than 105 video segments. It includes consumer penetrations for the following behaviours:

Binge viewing, paying for more than one subscription video service (e.g., Netflix, Amazon Prime Video), paying for more than two subscription video service (e.g., Netflix, Amazon Prime Video), streaming ad-supported TV shows and films (e.g., Pluto TV, Tubi TV), paying for a TV subscription (e.g., satellite or cable), paying per view to watch movies and TV shows, streaming TV shows from sites / apps without ads or a log in, subscribing and unsubscribing to video services based upon the availability of new original shows and films on the services, watching live TV, watching live sports, and downloading video for free from file sharing networks.

Key benefits:

  • Understand and benchmark uptake and overlaps of key video behaviours
  • Inform video distribution strategy

  • Understand the behaviours of consumers based on their ad engagement, helping you target your desired video audience

Examples of questions answered:

  • "Who is more likely to be a binge viewer in the US, Max subscribers or Hulu subscribers?"
  • "How old is the average romantic comedy fan? How does age differ by genre fandom?"
  • "How does attitude to advertising differ by gender?"

Key segments included:

By demographics:

Age, gender, age within gender, and income. 

By behaviour:

Binge viewers, streaming service subscribers, AVOD users, subscription households, linear TV viewers, live sports viewers, viewers by device (includes: computer, phone, tablet, TV set, games console, and multiple screens at once)

By time and money spent:

High and low TV versus streaming spenders, high and low time spent on TV versus streaming, TV versus streaming aficionados (high money spent, high time spent), collectors (high money spent, low time spent), forgotten fans (low money spent, high time spent), the passive majority (low money spent, low time spent), and high and low cinema spenders.

By service:

Weekly active users (WAUs), daily active users (DAUs), and paid users (where applicable) of: Amazon Prime Video, Apple TV+, Netflix, Disney+, and YouTube Premium, Paramount+, Hulu, Max (formerly HBO Max), Peacock, ESPN+, DAZN, Pluto TV, Tubi, Discovery+, Hayu, Freevee, Now TV, ITV X, iPlayer, Channel 4, My5, Binge, Foxtel Go, Stan, 7+, Crave, WOW, RTL+, Maxdome, Mubi, Rakuten TV, Sky Go, GigaTV app, GD+ Connect App, Joyn, Canal+, Orange TV, Box’n TV, myCanal, MYTF1, 6Play, C More Play, SVT Play, Tele2 Play, Telia Play, SkyShowTime, Allente, Wavve, Genie TV, U+ Mobile TV, OnDemandKorea, Tving, Coupang Play, Watcha, Looke, Clarovideo, Globoplay, and Fox+.

By fans of specific video genres:

Action, adult animation, anime, comedy, drama, factual, fantasy, horror, news, reality, romantic comedy, sci-fi, sports, and thriller.




This report is relevant to the following roles: