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Video Viewing on Social Networks: Trends and Consumer Preferences

by Ayaz Nanji  |  
December 20, 2016

Consumers are spending six hours per week, on average, watching video content on social networks, according to recent research from Brightcove.

The report was based on data from a survey of 5,500 consumers age 18 and older in Australia, France, Germany, the United Kingdom, and the United States.

More than two-thirds (67%) of respondents say the amount of video they watch on social networks has increased in the past year; 60% expect to watch more video on social networks next year.

Consumers in the United States say they watch an hour of video per day on social networks, on average.

The most popular video content types on social networks are music videos (56% of consumers say they watch), user-generated pieces (53%), and movie trailers (52%).

Some 62% of respondents say they discover videos on social media when they appear in their news feed; 49% see videos when others post them; and 46% say they actively look for videos on social media.

Consumers say half of their social video views take place on YouTube, 36% on Facebook, and the remaining 14% on other networks, such as Snapchat, Twitter, and Instagram.

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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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