ContentsSample & Methodology
Objectives, Background, and Key Findings
Market Opportunity: How Popular Is Digital Video Content
Which Devices Are Used and How Frequently for Live Video Streaming
Sources of Live Streamed Video
Types of Video Content Live Streamed
Live Streaming the World Cup
Subscriptions and Advertising
Live Streaming and Advertising: Opportunities to Engage
When and Where Live Video Content Is Streamed
What Motivates Live Streaming
Appendix
Sample & MethodologyMethod:
-29 question survey was designed and fielded in 21 markets
-All respondents were asked the same core questions
-Localization for HH income, along with brand/channel
specific localizations on question codes
Sample Profile:
-Total Sample N=4200, N=200 per market
-18 years or older
-Own/have access to one of the following devices: Feature
phone, PC/laptop, smartphone, tablet, gaming console,
Smart TV, or video streaming devices
-Who watch video digitally on a PC/laptop, smartphone,
tablet, or connected TV
-And who have ever watched live video streaming on any
device or platform
Markets Included:
-APAC (N=400): Australia, China
-EUROPE & AFRICA (N=2000): Germany, Hungary, Ireland, Italy,
Russia, South Africa, Sweden, Switzerland, Turkey, United Kingdom
-MENA (N=400): Saudi Arabia (KSA), United Arab Emirates (UAE)
-NORTH AMERICA (N=600): Canada, Mexico, United States
-SOUTH AMERICA (N=800): Brazil, Chile, Colombia, Peru
Sampling Plan:
-All sampling was conducted by OnDevice Research, using
dynamic sampling methods
-When sampling for the project, we attempted to gain a nationally
representative profile for each market that started the survey
and let the desired sample target (live content streamers) fall
out from this
-The objective of this sampling plan was to enable us to ascertain
the incidence/usage rank for ‘live video streamers’ per market
-Where a nationally representative profile of starts was not
obtained, weighting was applied to correct
Base: All respondents (4200), APAC (400), South America (800), North America (600), MENA (400), Europe (2000), per market (200)
Significantly higher/lower. Tested at 95% confidence interval.
IAB ObjectivesThe key objective of this study is to gain a better understanding of consumer experiences
with and attitudes towards live video streaming. In particular, we aim to uncover trends in
device usage (e.g. mobile, desktop, connected TV), platform preferences (e.g. social,
skinny bundle, etc.), content preferences (e.g. sports, news, events, etc.), and consumer
perceptions of advertising experiences during live video streaming.
This research provides brand marketers and publishers with a global benchmark and
insights into the value of live streaming to engage with audiences around the world.。