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BizReport : Trends & Ideas : April 11, 2014


Time spent watching TV content on YouTube up 65%

New research shows that television viewers have begun spending more time interacting with television-related content on YouTube, rising 65% year-on-year.

by Helen Leggatt

In Google's research, 'The Role of Digital TV Research, Fanship and Viewing', it is shown that the time spent on YouTube watching television-related content has increased 65% year-on-year and search related to television on YouTube is up 54% year-on-year.

Perhaps the main driver behind this upturn is the rise in second-screen viewing - watching or searching for content on mobile devices while watching television. Smartphone and tablet search volumes for television-related content has more than doubled in the last 12 months.

Google's study also reveals that many (70%) use YouTube to catch up with previous episodes of a show prior to the start of a new season. Searches relating to catching up with a show were up 50% on Google compared to last year.

Furthermore, subscribers to the official YouTube channels of television networks rose 69% during 2013.

Not only are members of the YouTube community watching more television content online, they are creating more, too. According to the report, for every Game of Thrones video uploaded by HBO, 82 are created and uploaded by the YouTube community and for every Vampire Diaries video 69 are uploaded.

The report rundown states that, "as networks and streaming providers create new ways for viewers to access programming outside the traditional viewing window, they're creating the opportunity for new viewership as well. Understanding the patterns of how and when viewers are researching catch-up options is important in recognizing key moments of tune-in engagement".

Twin Design / Shutterstock.com

Image via Shutterstock

Tags: social media, television viewing trends, video trends, YouTube










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