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Online Video Content - UK - February 2009

The internet continues to change the way that people interact with media content and, just as traditional media evolved from printed material through audio to moving pictures, so a similar transformation is happening online. Greater penetration of home broadband means that more people are able to watch, download and upload video content, while video advertising is becoming an increasingly important marketing tool.

Mintel’s research carried out for this report shows that two thirds of internet users currently watch online video, with viewing skewed towards younger and more computer-literate users. A fifth of those that watch online video do so most days – with age again a major factor – and these users are, unsurprisingly, enthusiastic about video content and engaged with a wide range of sites. At present, however, only two in ten internet users browse for online video content, while four in ten agree that they will always prefer to watch full episodes/movies on their TV, indicating that there may be some time before online video is fully-integrated into people’s media habits.

This report covers the market for free online video content that is streamed or downloaded to hard disk, including TV on-demand and catch-up services from the main UK broadcasters. It primarily focuses on attitudes, to find out what consumers really think at this exciting stage in the evolution of online content.

Key report themes:
  • Who currently watches online video and how often?

  • Which are the most popular sites and who uses them?

  • What type of content is most attractive – news, jokes, music videos?

  • What are the main characteristics of video-sharers and uploaders?

  • What do viewers of online video think of advertising?

  • What are consumers main concerns over online video and how reluctant are they to change their current viewing habits?

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Table of contents

  1. Issues in the Market

      • Main issues
        • Definition
          • Acknowledgements
            • Glossary of terms
              • Abbreviations
              • Future Opportunities

                • YouTube + eBay = ?
                  • Opportunities
                    • A life online
                      • Opportunities
                      • Market in Brief

                        • The UK online
                          • Watching online video
                            • Video market shows strong growth
                              • YouTube and iPlayer lead the way
                                • Controversy and set-backs
                                  • Mixed reactions from consumers
                                  • Internal Market Environment

                                    • Key points
                                      • Hardware ownership on the increase
                                        • Figure 1: Computer and hardware ownership, 2004-08
                                      • Many computers used conservatively
                                        • Figure 2: Computer ownership and use, 2004-08
                                      • Trends in online access
                                        • Figure 3: Accessing the internet, 2007 and 2008
                                      • Consumers’ experience of broadband speeds
                                        • Daily internet use most common
                                          • Figure 4: Internet usage frequency, 2004-08
                                        • Low usage of mobile phone features
                                          • Figure 5: Mobile phone features
                                        • High-spec TV sets on the rise
                                          • Online video and copyright infringement
                                          • Broader Market Environment

                                            • Key points
                                              • Global slowdown affects all markets
                                                • Spend on internet services likely to remain the same
                                                  • Figure 6: Areas where consumers would cut back spending, July 2008
                                                • Demographic conditions fairly favourable
                                                • Competitive Context

                                                  • Key points
                                                    • Watching TV eclipses online video
                                                      • Figure 7: Frequency of TV Viewing, December 2008
                                                      • Figure 8: Frequency of online video content watching, December 2008
                                                    • Online habits impact on other pursuits
                                                      • Figure 9: Those who watch TV/go to the cinema less now due to online habits, by age, December 2008
                                                  • Strengths and Weaknesses in the Market

                                                      • Strengths
                                                        • New and dynamic market
                                                          • Broadband more prolific and services improving
                                                            • Advertising increasingly moving online
                                                              • Young receptive audience, open to new ideas
                                                                • Clips play well online
                                                                  • Weaknesses
                                                                    • Investment could stall during recession
                                                                      • Many internet users still missing out
                                                                        • Bandwidth a major concern
                                                                          • Controversial content
                                                                            • Greater reluctance for long-form content
                                                                            • Who’s Innovating?

                                                                              • Key points
                                                                                • Sharing words with pictures
                                                                                  • Watch together
                                                                                  • Market Size and Trends

                                                                                    • Key points
                                                                                      • Total unique visitors increasing steadily
                                                                                        • Figure 10: Top 10 online video viewing properties ranked by total UK unique visitors*, December 2007 and December 2008
                                                                                      • Four billion videos viewed in December 2008
                                                                                        • Figure 11: Top 10 online video viewing properties ranked by total videos viewed*, December 2008
                                                                                      • 2009 to be an even bigger year
                                                                                      • Market Share

                                                                                        • Key points
                                                                                          • Knowledge and use of online video sites
                                                                                            • Figure 12: Usage and awareness of online video content websites, December 2008
                                                                                          • TV channels and providers
                                                                                            • Figure 13: TV channels/providers watched online video content on, December 2008
                                                                                        • Companies and Products

                                                                                          • Key points
                                                                                            • Selected online video brands
                                                                                              • YouTube
                                                                                                • BBC iPlayer
                                                                                                  • Project Kangaroo
                                                                                                    • MySpace
                                                                                                      • Veoh
                                                                                                        • Metacafe
                                                                                                          • Joost
                                                                                                          • Who Watches, How and When?

                                                                                                            • Key points
                                                                                                              • Who watches?
                                                                                                                • Figure 14: Online video content usage, December 2008
                                                                                                              • How online video is watched
                                                                                                                • Figure 15: Platform for watching online video content, December 2008
                                                                                                              • How often watched
                                                                                                                • Figure 16: Frequency of online video content watching, December 2008
                                                                                                              • Frequent viewers tend to be young and male
                                                                                                                • Figure 17: Frequency of watching online video content, by age and gender, December 2008
                                                                                                              • YouTube popular whatever the frequency
                                                                                                                • Figure 18: Frequency of watching online video content by sites heard of or watched, December 2008
                                                                                                              • iPlayer tops amongst all viewers
                                                                                                                • Figure 19: Frequency of watching online video content by TV channels/providers used. December 2008
                                                                                                            • Categories Watched

                                                                                                              • Key points
                                                                                                                • Jokes and music videos come out tops
                                                                                                                  • Figure 20: Categories watched on online video content websites, December 2008
                                                                                                                • Not many surprises
                                                                                                                  • Targeting through genre
                                                                                                                    • Figure 21: Most popular categories tend to watch on online video sites by sites heard of or watched, December 2008
                                                                                                                    • Figure 22: Less popular categories tend to watch on online video sites by sites heard of or watched, December 2008
                                                                                                                  • TV viewers favour certain categories
                                                                                                                    • Figure 23: TV channels or providers used to watch on online video sites by categories tend to watch, December 2008
                                                                                                                • Attitudes Towards Online Video Content

                                                                                                                  • Key points
                                                                                                                    • Division regarding long-form content
                                                                                                                      • Figure 24: Attitudes towards online video content, December 2008
                                                                                                                    • A third of 16-34-year-olds pass it on
                                                                                                                      • Figure 25: Statements about watching online video content, December 2008
                                                                                                                    • Users of the most popular sites less engaged
                                                                                                                      • Figure 26: Watched content on most popular video sites by agreement with attitude statements towards online video content, December 2008
                                                                                                                    • Enthusiastic online users tolerant of advertising
                                                                                                                      • Figure 27: Watched content on most popular video sites by agreement with other statements about online video content, December 2008
                                                                                                                    • TV still tops, even for users of on-demand sites
                                                                                                                      • Figure 28: Channels or providers used to watch video/TV content by agreement with attitude statements towards online video content, December 2008
                                                                                                                      • Figure 29: Channels or providers used to watch video/TV content by agreement with other statements about watching online video content, December 2008
                                                                                                                  • Targeting Opportunities

                                                                                                                    • Key points
                                                                                                                      • Number of categories watched on online video sites
                                                                                                                        • Figure 30: Number of catergories watched on online video sites, December 2008
                                                                                                                        • Figure 31: Number of catergories watched on online video sites by those watched, December 2008
                                                                                                                      • TV channel/provider loyalty when watching (or downloading) video/TV content
                                                                                                                        • Figure 32: TV channel/provider loyalty when watching (or downloading) video/TV content, December 2008
                                                                                                                        • Figure 33: TV channel/provider loyalty when watching (or downloading) video/TV content by those used, December 2008
                                                                                                                      • Target groups
                                                                                                                        • Figure 34: Online video content, target groups, December 2008
                                                                                                                      • Enthusiasts
                                                                                                                        • Practical users
                                                                                                                          • Short clips only
                                                                                                                            • Access concerned
                                                                                                                              • Apathetic
                                                                                                                                • Half of Enthusiasts watch every day
                                                                                                                                  • Figure 35: Target groups, by frequency of watching online video content, December 2008
                                                                                                                                • Enthusiasts have most adventurous viewing habits
                                                                                                                                  • Figure 36: Target groups, by platforms watched, December 2008
                                                                                                                                • Sliding scale of categories watched
                                                                                                                                  • Figure 37: Target groups, by number of categories watched on online video sites, December 2008
                                                                                                                                • Categories watched = TV services watched
                                                                                                                                  • Figure 38: Target groups, by TV channel/provider loyalty when watching (or downloading) video/TV content, December 2008
                                                                                                                                • Enthusiasts like everything more
                                                                                                                                  • Figure 39: Target groups, by catergories watched on online video sites, December 2008
                                                                                                                                • iPlayer popular even with the Apathetic
                                                                                                                                  • Figure 40: Target groups, by TV channels or providers used to watch (or download) video/TV content, December 2008
                                                                                                                              • Appendix – Internal Market Environment

                                                                                                                                  • Figure 41: Number of television sets, 2004-08
                                                                                                                                  • Figure 42: Screen size, 2004-08
                                                                                                                                  • Figure 43: Screen type, 2006-08
                                                                                                                                  • Figure 44: Television features, 2004-08
                                                                                                                                  • Figure 45: Where the television is watched, 2004-08
                                                                                                                              • Appendix – Broader Market Environment

                                                                                                                                  • Figure 46: Trends in personal disposable income and consumer expenditure, 2003-13
                                                                                                                                  • Figure 47: Trends in the age structure of the UK population, by gender, 2003-13
                                                                                                                                  • Figure 48: Forecast adult population trends, by socio-economic group, 2003-13
                                                                                                                                  • Figure 49: Forecast adult population trends, by lifestage, 2003-13
                                                                                                                              • Appendix – Market Share

                                                                                                                                • Sites watched
                                                                                                                                  • Figure 50: Most popular online video sites watched, by demographics, December 2008
                                                                                                                                  • Figure 51: Less popular online video sites watched, by demographics, December 2008
                                                                                                                                • Online video sites heard of but never watched
                                                                                                                                  • Figure 52: Most likely online video sites heard of but never watched, by demographics, December 2008
                                                                                                                                  • Figure 53: Less likely online video sites heard of but never watched, by demographics, December 2008
                                                                                                                                • Sites never heard of
                                                                                                                                  • Figure 54: Most likely online video sites never heard of, by demographics, December 2008
                                                                                                                                  • Figure 55: Less likely online sites never heard of, by demographics, December 2008
                                                                                                                                • TV channels/providers
                                                                                                                                  • Figure 56: TV channels or providers used to watch (or download) video/TV content, by demographics, December 2008
                                                                                                                              • Appendix – Who Watches, How and When?

                                                                                                                                  • Figure 57: Watching of online video content, by demographics, December 2008
                                                                                                                                • Platforms watched
                                                                                                                                  • Figure 58: Platforms watched, by demographics, December 2008
                                                                                                                                • Frequency of watching online video
                                                                                                                                  • Figure 59: Frequency of watching online video content, by demographics, December 2008
                                                                                                                              • Appendix – Categories Watched

                                                                                                                                  • Figure 60: Most popuar categories tend to watch on online video sites, by demographics, December 2008
                                                                                                                                  • Figure 61: Less popuar categories tend to watch on online video sites, by demographics, December 2008
                                                                                                                              • Appendix – Attitudes Towards Online Video Content

                                                                                                                                • Attitudes
                                                                                                                                  • Figure 62: Most popular attitudes towards online video content, by demographics, December 2008
                                                                                                                                  • Figure 63: Less popular attitudes towards online video content, by demographics, December 2008
                                                                                                                                  • Figure 64: Frequency of watching online video content by agreement with attitude statements towards online video content, December 2008
                                                                                                                                • Statements
                                                                                                                                  • Figure 65: Most popular statements about watching online video content, by demographics, December 2008
                                                                                                                                  • Figure 66: Less popular statements about watching online video content, by demographics, December 2008
                                                                                                                              • Appendix – Targeting Opportunities

                                                                                                                                  • Figure 67: Number of catergories watched on online video sites, by demographics, December 2008
                                                                                                                                  • Figure 68: TV channel/provider loyalty when watching (or downloading) video/TV content, by demographics, December 2008
                                                                                                                                • Target groups
                                                                                                                                  • Figure 69: Target groups, by demographics
                                                                                                                                  • Figure 70: Target groups, by the attitude statements used, December 2008

                                                                                                                              Online Video Content - UK - February 2009

                                                                                                                              US $2,648.76 (Excl.Tax)