Almost three-quarters of European web users download or watch online video, and of those video news users, more than two-thirds watch or download video news at least once a week, according to a new study.
The Online Publishers Association Europe has announced the results of research done in partnership with Ipsos MediaCT.
Attitudes, habits and opinions of internet users regarding online video content were examined across 8 European markets: UK, France, Germany, Italy, Spain, Switzerland, Poland and Greece.
Overwhelmingly, users have a positive opinion of online video news, and most consider it important that news sites offer news in video form, and view it frequently.
Key findings include:
72% of those surveyed download or watch online video
Online video news* is the most downloaded / watched type of digital video
For half of the users, the presence of video news is extremely / very important when accessing online news
Overall opinion about online video news is positive for almost all users (92%, with 24% having a very positive opinion)
The brand that manages the video news website/service is important for half of the users (extremely important for 18%)
Frequency of viewership is high: 68% of video news users watch or download a video news at least once a week (37% of the sample)
Online video news is sought mainly for the latest news & headlines (54% of users) and for watching TV news that has been missed (47%)
News video users look most for national news reports (67% of users), international news, entertainment, weather and traffic
About one third of users show some intention to pay for video news content, mainly for HD Videos and live broadcasting of special events
Current OPA Europe President Tomasz Józefacki of Agora commented: “OPA Europe members, the region’s leading online news and information publishers, offer extensive video news content which they produce or develop in partnership with other media companies. Our research into online video news once again underscores the importance of trusted brands and editorial and production standards when providing high quality content of all types, including video.”
Methodology:
For the purposes of the study, online video news equates to: Movie/TV trailers, previews or clips; Entertainment news or clips; Weather information, forecasts or clips; Sports highlights or clips; Local or national newscasts, updates or clips; Live sporting events; Business or financial video news, updates or clips
For study results covering the aggregate of the 8 countries, click here.
