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Description

Description

Covered in this report

The popularity of video subscription streaming services continues to rise, with 44% of people currently using one, rising to 69% among 16-24 year olds. The upcoming launch of Disney+ in March 2020, following on the heels of Apple TV+ which launched in November 2019, will shake up the TV and video landscape. Disney+ in particular has the content library to act as a genuine rival to Netflix.


The video games market is set to become more subscription and streaming orientated, reflecting the journey seen with both video and music. Apple, Google and Microsoft have, or are about to, introduce new subscription services that boost the availability of gaming across devices.

“The most popular length of video on YouTube among Gen Z is 21 minutes or more, reflecting how the platform has developed and the opportunities it now presents in terms of content and advertising. The popularity of longer videos on social media allows for greater incorporation of both pre-roll and mid-roll advertising, but restraint is still needed with Mintel’s research showing that many people do stop watching videos because the advertising is too intrusive.”

– Rebecca McGrath, Senior Media Analyst

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • DVD purchases drop 9 percentage points in two years
            • Figure 1: Physical media purchases, December 2017 – January 2020
          • Gen Z are the most likely to pay to download media
            • Figure 2: Media downloads, December 2017 – January 2020
          • Growth in video streaming shows no signs of slowing down
            • Figure 3: Use of paid-for media subscriptions, December 2017 – January 2020
          • Spotify adds real-time targeted ads within podcasts
            • Figure 4: Media activities, December 2017 – January 2020
          • Apple News+ launches in UK but its appeal is still debatable
            • Figure 5: Devices used for media activities, January 2020
          • New subscription service Quibi caters towards smartphone viewing
            • Figure 6: Devices used for viewing, January 2020
          • Half watch music videos on YouTube
            • Figure 7: Genres of video watched on social media, January 2020
          • Popularity of long videos on YouTube creates new opportunities
            • Figure 8: Lengths of videos watched on social media, January 2020
          • Six in ten have stopped watching a video due to long pre-roll ads
            • Figure 9: Attitudes towards online videos on social media, January 2020
        • Physical Media Purchases

          • Print book purchases steady
            • Figure 10: Physical media purchases, December 2017 – January 2020
          • DVD purchases drop 9 percentage points in two years
            • HMV attempts to make stores a destination with vinyl, live music and expertise at the forefront
              • Further decline in print magazine purchasing
              • Media Downloads

                • Gen Z are the most likely to pay to download media
                  • Figure 11: Media downloads, December 2017 – January 2020
                  • Figure 12: Repertoire of media downloads, by age, January 2020
                • Video game downloads allow for the possibility of disc-free consoles
                • Media Subscriptions

                  • Growth in video streaming shows no signs of slowing down
                    • How can Netflix respond to new streaming services
                      • Figure 13: Use of paid-for media subscriptions, December 2017 – January 2020
                      • Figure 14: Repertoire of use of paid-for media subscriptions, December 2017 – January 2020
                    • Traditional TV providers try to ward off streaming threat through greater service incorporation
                      • Newspaper publishers push forward with digital subscriptions
                        • The Guardian uses curation and a better user experience to encourage subscriptions
                          • Reach experiments with micro-paywalls but this is not the favoured model
                          • Media Activities

                            • The Times launches radio station as the popularity of radio listening endures
                              • Figure 15: Media activities, December 2017 – January 2020
                            • TV license fee controversy accelerated by changing viewing habits
                              • Spotify adds real-time targeted ads within podcasts
                                  • Figure 16: Listened to a free podcast in the last 3 months, by household income, January 2020
                                • Apple ties in its podcasts and TV shows
                                • Devices used for Media Activities

                                  • Apple News+ launches in UK but its appeal is still debatable
                                    • Figure 17: Devices used for media activities, January 2020
                                  • Apple Music starts offering web interface
                                    • New gaming services to reduce centrality of games console
                                      • New subscription service, Quibi, caters towards smartphone viewing
                                        • Its price means Quibi inevitably competes with TV services
                                          • Figure 18: Devices used for viewing, January 2020
                                          • Figure 19: Watch videos content on smartphones, by generation, January 2020
                                      • Special Focus: Genres of Social Media Videos

                                          • Half of people watch music videos on YouTube
                                            • YouTube invests in artist documentaries
                                              • Figure 20: Genres of video watched on social media, January 2020
                                              • Figure 21: Genres of video watched on social media in the last 3 months (NET), January 2020
                                              • Figure 22: Repertoire of genres of videos watch on social media in the last 3 months, January 2020
                                            • Sports clubs look to capitalise on the popularity of sports videos on social media
                                              • Social media helps level the playing field for women’s sport
                                                • Figure 23: Genres of videos watched on YouTube, by gender, January 2020
                                              • CollegeHumor’s demise shows difficulty of making money from comedy on social media
                                                • Deepfake videos add new controversy for social platforms
                                                • Special Focus: Lengths of Social Media Videos

                                                  • 1-10 minutes is the most popular video length across networks
                                                    • Figure 24: Lengths of videos watched on social media, January 2020
                                                    • Figure 25: Lengths of videos watched on social media, January 2020
                                                  • Few watch long videos on Instagram or Facebook
                                                    • Clearer branding and purpose needed for Facebook Watch and IGTV to become genuine YouTube rivals
                                                      • TikTok’s success highlights interest in super-short videos
                                                      • Special Focus: Attitudes towards Online Videos

                                                        • Six in ten have stopped watching a video due to long pre-roll ads
                                                          • Longer online videos open the door for more mid-roll advertising
                                                            • Back-to-back videos can be effective if used sparingly
                                                              • Figure 26: Attitudes towards online videos on social media, January 2020
                                                              • Figure 27: Attitudes towards online videos on social media [Answer Yes], by age, January 2020
                                                            • Platforms aim to crack down on controversial videos
                                                              • YouTube to allow for advertising on edgier videos
                                                                • Nearly half of 16-24s have create their own video content for social media
                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                    • Abbreviations
                                                                      • Consumer research methodology

                                                                      This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                      • Market

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                                                                      • Consumer

                                                                        Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                      • Brand/Company

                                                                        Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                      • Data

                                                                        Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                      Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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