Verto Index: Streaming Video
This month’s Verto Index focuses on cross-device (PCs, smartphones and tablets), streaming video platforms and apps. The Index reflects usage numbers and data from March 2016 among U.S. adults (18 and over).
The Index shows a ranking of the most popular streaming video sites and apps — from YouTube to Twitch. From the long list, it is clear that the streaming video industry is rapidly growing, and yet, becoming more fragmented. There are still a few true giants like YouTube, Netflix, Vimeo, but the mid-tier is getting increasingly dense. Companies like Disney and Amazon are also gaining traction. There are now 11 services in the U.S. with at least 10 million monthly uniques. And, most recently, Amazon was able to cross the 10 million user threshold.
Usage patterns, including primary device use and time spent, can best be evaluated by taking into consideration the primary purpose of the platform. For example, Twitch, a video platform and community for gamers, is showing time spent per user at 1:15 hours per month, which is on the higher side as the site is mainly focused on users watching other users play games. Sites like YouTube, by comparison, show time spent at 7.41 hours per user per month, a frequency of visits of 41 sessions per month, and session durations of 11:23 minutes.
Also, worth noting on the second graph, we look at cross-device usage across all the major streaming video properties. Publishers such as YouTube and Netflix have the largest group of mobile-only users (accessing the content solely via smartphones and tablets). But even “traditional” digital video content sites such as HBO, CBS, and Showtime are gaining traction with mobile viewers.
YouTube also leads the Verto Stickiness Index (VSI) with 45.65 percent ranking. The Verto Stickiness Index (VSI) compares daily users with monthly users to reflect the active, loyal, and engaged part of the audience. The higher the stickiness, the bigger the share of daily users versus the monthly users is.
This Streaming Video Index is a product of Verto Content Watch. Verto Content Watch provides single-source, cross-device audience measurement to help advertisers and publishers better understand their audiences and market dynamics across all apps and digital properties. Publishers can target prospective users based on behavior and content consumption, assess new segments and geographical markets, and develop media-buying strategies and acquisition tactics that drive results.
Learn more about Verto Content Watch here.