Market Overview

Brightcove Releases New Research On Consumer Video Streaming Preferences


50 percent or more of consumers state they stream video content at
least once a week via a smart TV/external streaming device, mobile
device, a computer, or a laptop

(NASDAQ:BCOV), the leading provider of cloud services for
video, today announced the results of its 2018
Global Consumer Streaming Habits Survey
, analyzing global
consumer consumption preferences across generations when it comes to
live and on-demand streaming video content. Among all respondents, 58
percent stream content at least once a week via a smart TV or external
streaming device, 51 percent on a mobile device, and 50 percent on a
computer or laptop. Millennials (19-36 year olds) lead the way in all
categories reporting 72 percent, 73 percent, and 65 percent,

When analyzing all consumers' (aged 18+) online video habits and
preferences, the report found:

  • The most influential factor for consumers who are considering a new
    streaming service is cost (53 percent), followed by their interests
    being catered to (31 percent).
  • The top five reasons consumers will try out a new streaming service
    include a free trial (42 percent), a particular show (38 percent)
    exclusive content (29 percent), cross-device capability (28 percent),
    and a good user experience (26 percent).
  • TV is still the top device to consume content on (other options
    included mobile and computers) for regularly scheduled news (68
    percent), regular season sports (69 percent), breaking news (54
    percent), special sports events including title fights and
    championship games (66 percent), concerts (53 percent), and fashion
    shows (45 percent).
  • Advertisements and technical issues are the key spoilers for live
    streaming experiences, with too many ads (37 percent) and poor image
    or video quality (35 percent) being the top reasons for respondents
    having abandoned a live stream, followed by buffering (33 percent) and
    the live stream crashing (32 percent).

"Across all generations, consuming online video is now an integral part
of our daily entertainment routines. Today, we're seeing
technology-savvy consumers stepping into decision making roles, making
it even more critical to understand the motivations behind these
decisions," said Sara Larsen, CMO, Brightcove. "As the industry leader
in online video, it's our job to help our customers be successful with
their video strategies, and with that comes staying on top of
consumption and buying trends across generations. Today's reality is
every generation is consuming online video more than ever, so we want to
ensure our customers have the knowledge and data needed to reach massive
cross-generational audiences in a way that allows them to better connect
with their viewers."

When analyzing Millennial online video streaming preferences, there were
four takeaways to highlight:

  • 44 percent of Millennials describe themselves as "browsers" when
    looking for something to watch, while 26 percent of Millennials think
    of themselves as decisive.
  • Millennials feel far more satisfied consuming content through
    streaming service providers: 68 percent feel streaming service
    providers continually provide content they want to watch, compared to
    55 percent who feel the same of broadcast networks and 53 percent for
    cable networks.
  • 11 percent of Millennials would embrace a subscription-based model to
    consume sports content, and 24 percent would embrace an ad-based model.
  • 63 percent of Millennials share their streaming logins with at least
    one other person.

All figures, unless otherwise stated, are from
YouGov Plc. Total sample size was 10,502 adults from the US, UK, France,
Spain, Australia, Germany, Canada, and UAE. Fieldwork was undertaken
between September 5th and 27th, 2018. The survey was carried out online.
The figures have been weighted and are representative of all US, UK,
France, Spain, Australia, Germany, Canada, and UAE adults (aged 18+).

About YouGov
is a leader in global market research, providing insights into the
thoughts, perceptions, and habits of people in over 60 countries
worldwide. YouGov uses a proprietary panel of over 6 million globally.

About Brightcove
(NASDAQ:BCOV) is the leading global provider of powerful cloud
solutions for managing, delivering, and monetizing video experiences on
every screen. A pioneering force in the world of online video since the
company's founding in 2004, Brightcove's award-winning technology,
unparalleled services, extensive partner ecosystem, and proven global
scale have helped thousands of companies in over 70 countries achieve
better business results with video. To learn more, visit

View Comments and Join the Discussion!