MARKETING

Must-Know Industry Info for 2023

Published

2 years ago

March 6, 2023

Streaming video is gradually overtaking broadcast TV as the media of choice for many viewers, and for good reason. It’s convenient and offers much higher levels of interaction and engagement than TV or the theater.

With that in mind, it’s no wonder that marketers are investing more budget into video streaming services. They provide an increasingly popular and effective way of reaching modern viewers and are the ideal choice for brands that want to target potential customers with laser precision.

To help support your own streaming initiatives, we’ve compiled over 50 streaming video statistics that you can use to develop your business strategy on:

General streaming video
Streaming video audience behavior
Streaming video for businesses
Social media streaming video
Mobile streaming video
OTT streaming video
Streaming video performance and optimization

“We still believe consumer attention is massively focused on search, social and marketplaces or retail media, but the biggest place that consumer attention has gone is obviously OTT and connected television.” (Source)

– Zach Morrison, CEO, Tinuiti

General Video Streaming Statistics

The live streaming industry is expected to be valued at $184.3 billion by 2027 (Grand View Research).

About 60% of young adults in the US primarily use online streaming to watch TV (Pew).

U.S. adults now spend nearly 6 hours per day watching video. The span (5:57) represents an 11-minute increase in video consumption, with 6 of those 11 minutes from TV-connected devices (Nielsen).

Demographics are no longer an accurate predictor of video consumption as the behavior of younger and older generations is starting to converge. 28% of older consumers (50+) have cut the cord, up from 19% in 2017 (PWC).

Consumers are 39% more likely to share content if it’s delivered through video (Forrester).

54% of consumers want to see more video content from businesses and brands they support (HubSpot).

Nearly half (42%) of people keep the cord (don’t cancel their cable) due to live TV. However, 30% of cable keepers said they would cut the cord if they knew they could stream all of their favorite live sports, events, and news (Adobe).

While video can help convert customers already on a path to purchase, it also enables a retailer’s existing customers to bring friends and family into the fold — 48% of consumers have shared a brand video on their social media profile (Forrester).

Nearly 80% of marketers recognize video (including TV, digital video, social video, and OTT video) as an increasingly important medium (4CInsights).

Video could make up as much as 90% of all 5G traffic (Intel).

29% of consumers would pay a premium if 5G provided “better quality video” on mobile devices and “decreased buffering while streaming video” (PWC).

Online videos with a start-up time greater than two seconds have significantly higher streaming video abandonment rates, with each additional second prompting another 6% of viewers to bounce (Akamai).

Consumers have a low tolerance for a bad stream. For many, 90 seconds is the most a viewer will tolerate a spotty stream (Techradar).

Live Video Marketing Statistics

Live content earns 27% more minutes of watch time per viewing, nearly 6 more minutes, at 24.41 minutes on average, for live video versus video on demand (slightly fewer than 18 minutes)(Conviva).

Users watch live video 10 to 20 times longer than on-demand content, making live streaming a powerful way to deliver interactive content (Forrester).

China’s live-streaming industry has more than 425 million users (CX Tech News).

44% of live streaming video viewers said they watch less live TV as a result of live streaming (IAB).

User-generated content accounts for 51% of live video content streamed on mobile (State of Digital Publishing).

OTT & Streaming Platform Stats

OTT video services delivering average, poor-quality experiences are losing as much as 25% of their revenue (Verizon).

For the first time, a higher percentage of US households subscribed to a streaming service (69%) than to traditional pay TV (65%) in 2021 (Deloitte).

Consumers struggle with finding video content: only 12% say they are able to find content on streaming platforms easily (PwC).

Netflix Statistics

Nearly one in three U.S. Netflix users said they would not drop the streaming service (Statista).

8% of U.S. adults stated that they would consider subscribing to an ad-supported version of Netflix if it came at a lower price (Forrester).

Netflix had nearly 231 million paid subscribers worldwide as of the fourth quarter of 2022 (Statista).

13% of U.S. online adults who have access to a Netflix account indicate that they’re willing to pay $2.99 more per month to legally share their Netflix account with another person in a different household (Forrester).

YouTube Statistics

Felix Baumgartner’s space jump holds the record for most concurrent views on YouTube with a viewership of 8 million (The Wrap).

As of January 2023, India was the country with the largest YouTube audience, with 467 million users engaging with the video platform (Statista).

YouTube advertisers that were active on the platform in both Q4 2021 and Q4 2022 increased their spending by 3% YoY in Q4 2022 (Tinuiti 2022 Q4 Digital Ads Benchmark Report).

Disney+ Statistics

Disney+ added 11.8 million new subscribers in Q1 to reach 129.8 million subscribers (Techcrunch).

Disney’s content spending in 2022 was estimated to be 33 billion U.S. dollars, an eight billion dollar increase, while that of Netflix was projected to be 17 billion, the same as its content spending in the previous year (Statista).

Nearly one in five (18%) of US Gen Z adults indicate that they don’t currently subscribe to Disney+ but would subscribe if it were offered at a lower price with ads (Forrester).

Twitch Streaming Statistics

55% of Twitch users are aged 18-34 (Influencer Marketing Hub).

Spanish-language livestreams on Twitch saw a six-fold gain in audience between 2019 and 2022 (eMarketer).

In December 2022, Twitch had approximately 7.03 million active streamers (Statista).

Music Streaming Statistics

Spotify is the world’s most popular audio streaming subscription service with 489 million users, including 205 million subscribers in more than 180 markets (Spotify).

In the audio ad space, Spotify and Pandora were two of the most commonly adopted platforms by advertisers in both Q2 2021 and Q2 2022 (Tinuiti State of Streaming Report).

Nearly 524 million people listen to their favorite artists or discover new ones via online streaming platforms (Statista).

Podcast Streaming Statistics

In 2024, experts predict the number of weekly podcast listeners in the US to increase by 5.2%, reaching 109.1 million (Oberlo).

By 2025, more than 40% of people in the US will be listening to podcasts at least once per month (eMarketer).

About 23% of U.S. adults say they get news, at least sometimes, from podcasts (Pew Research Center).

Livestream Shopping Statistics

Live commerce initiated sales could account for as much as 10 to 20 percent of all e-commerce by 2026 (McKinsey).

Social commerce sales will reach $107.17 billion by 2025 (eMarketer).

41.2% of consumers said they tune in to livestreams focused on home products, and 37.5% said they watch live shopping events for electronics (Retail Touchpoints).

Gaming & eSports Streaming Statistics

In 2022, there were 532 million esports viewers worldwide (Insider Intelligence).

Together video gaming and esports will generate an estimated $184 billion in 2024, a drop of 4.3 percent year on year, after two exceptional years when the world reached for its controllers during the lockdown. The industry is projected to be worth $211 billion by 2025 (Deloitte).

In 2022, users watched 411 million hours of streaming on Facebook Gaming on average per month, an increase of more than 37% from just two years prior (eMarketer).

Social Media Streaming Statistics

52% of live video viewers stream content through social media (eMarketer).

YouTube is the most popular place to watch live content, with 52.0% tuning in on the platform. Facebook ranks as their second app of choice, used by 42.6% for live video, while Instagram and TikTok tie for third with 33.4% (eMarketer).

Twitter Live Videos

Around 50% of Twitter’s live video viewers are younger than 25 (Adweek).

From 2020 to 2021, the video watch time on Twitter increased by 30% (Twitter).

There are over 2 billion video views on Twitter each day (Twitter).

Facebook Live

Facebook has paid out over $50 million to publishers and celebrities to use Facebook Live (The Wall Street Journal).

Daily watch time for Facebook Live broadcasts grew four times over the course of a year (Facebook).

The key phrase “Facebook live stream” saw a 330% increase in searches from 2016 to 2018 (Mediakix).

Facebook Live is the #1 live video streaming platform in the US, with 17% of the market share (True List).

Instagram Reels & Stories

Digital marketers expect to invest most in creating Instagram Stories (66%) and news feed videos (62%). B2B marketers prioritized newsfeed videos while B2C marketers emphasized Instagram stories (Mondo).

In Q3 2022, Reels accounted for 4.7% and 1.9% of ad impressions on Instagram and Facebook (eMarketer).

Brands earn nearly 40% more engagement with Reels compared to other Instagram content formats (Business Wire).