Course on e-Marketing at CEF.- Center for Financial Studies To learn about E-Marketing, identify the strategies, their implementation and their success stories, Course on e-Marketing at CEF.- Center for Financial Studies, To learn about E-Marketing, identify the strategies, their implementation and their success stories, Videos are an increasingly important and increasingly valuable part of the web, as can be understood by using practically any statistic. Videos are the ones that are taking the highest growth in advertising investment and they are the ones that are managing to arouse the greatest interest among brands, which are trying in a generalized way to understand how these formats are changing content consumption.

Because the truth is that video is not only an element that arouses the interest of brands with its high potential, but it is also a format that has managed to Nepal Email List arouse significantly the interest of consumers, who are increasingly watching them and plus. Consumers and Internet users love online videos, watching from long-term audiovisual content, such as series or movies, to much shorter and more specific content, such as tutorials or home videos, on a massive scale. And videos are especially popular with young people, which gives them another strong argument for brands to take an interest in them. This has just been shown by a study by Ofcom, the British telecommunications regulator, which has just analyzed how videos are viewed and how behaviors change when demographic changes are made. The study is on a British sample, but the figures are still very interesting to understand how video is changing content consumption habits.

According to their findings, three-quarters of adults have accessed at some point in the last 12 months what they call video on demand or online (ODO in its acronym in English). The figures are already impressive, but they are even more so if you zoom in on certain groups of the population. Among the youngest, consumers who are now between 16 and 24 years old, the consumption of these videos is much higher, so much so that it can be considered almost universal. 96% of young people have watched online videos in the last 12 months. The figures are much higher than the general 74% of adults (although it is a figure higher than the 71% found by the same study the previous year) or the 35% of those over 56 who accessed this content during the same period.

What do you see? Consumers access different types of content, since although the study puts formats such as YouTube and VoD websites in the same bag, the truth is that consumers have at their disposal a very varied offer and one with characteristics, separately , very different. Consumers access both longform content (series or movies) and much shorter video content. How do they access this longform content? According to the study data, they actually do so using tools very similar to the ones they used before. 31% of those surveyed use the VoD platforms associated with their pay TV subscription services to access this content on demand. Behind them are the new players born only for the internet. 28% use Netflix or Amazon Prime. Behind them are those who pay specifically for specific content, 27% in online stores that function as distribution platforms (such as Google Play or iTunes) and 21% in television subscription services (which, in general, have their own video store services).

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