Time spent in lockdown has rapidly increased consumers’ need to be entertained; last February, the7stars’ quarterly consumer tracking report showed that nearly half of Brits increased their consumption of video streaming services since going into lockdown the previous November. The shift to more time spent in on-demand streaming platforms has sparked major developments in in-app video usage.
In 2021, TikTok took the number one spot in being the first app that 13-19-year-olds open, with the primary reason being to “find entertaining content” (YPulse, 2021). This emphasis on watching video content differs greatly from previous years, where Facebook ranked the highest amongst these age groups for keeping in touch with friends and family.
Besides growing in importance to users, video platforms are also retaining their users for longer throughout the day. A recent study revealed that total viewing in 2019 averaged 84 minutes. It is estimated that this figure has since seen a 19% increase with the average person now predicted to spend 100 minutes every day watching online videos this year.
Platforms, as well as behaviours, are evolving. Since the fast growth of TikTok and short-form video, both Snapchat and Instagram have entered long-form video territory by testing ads in Spotlight and Reels. Even Netflix has borrowed the TikTok format by trialling their ‘fast laughs’ product in a bid to give their users more ‘on-the-go’ content as short as 15 seconds.
As video continues to grow, it’s crucial to stay on top of the latest trends in order to create the best strategies for your brand. Video’s popularity also goes hand-in-hand with users’ expectation for brands to engage with them through this format, as studies show that 54% of consumers want to see more video content from a brand or business they support (Hubsport, 2018). Brands who stay on top of the latest trends and formats will therefore reap the rewards.
– Emilie Flanders
The QT, the7stars proprietary consumer tracking study, February 2021