Global Video Platforms: A Country-by-Country Review of Digital Video Usage - eMarketer
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Global Video Platforms: A Country-by-Country Review of Digital Video Usage

eMarketer Report

By: eMarketer

Published: July 28, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Digital video platforms are drawing ever-increasing numbers of viewers. This report examines the use of the leading digital video services in major markets in Asia-Pacific, Europe, Latin America, the Middle East and Africa, and North America.

  • YouTube is the No.1 digital video platform in most countries. A notable exception is China, where homegrown platforms dominate. In Russia, YouTube’s lead is followed closely by a number of local video services.
  • The main devices used to watch digital video generally depend on the type of content being viewed. Smaller screens dominate for short-form videos, though smartphones are also being used for longer-form video viewing, particularly in parts of Asia-Pacific.
  • Internet users worldwide are still more likely to pay for cable TV than pay for video-on-demand (VOD) services, except in North America. Europe lags behind the rest of the world in terms of paid VOD adoption.
  • Nevertheless, subscription video-on-demand (SVOD) is one of the fastest growing segments within the digital video market, fueled largely by the expansion of Netflix. Most markets also have a range of domestic or regional SVOD platforms competing for viewers.

"According to a November 2015 estimate from Digital TV Research, there will be 197.4 million SVOD households worldwide this year, of which 81.5 million will have a subscription to Netflix."

Table of Contents

Global Video Platforms: A Worldwide Overview

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Asia-Pacific

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Europe

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Latin America

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The Middle East and Africa

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North America

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173 charts are included in the full report:

Global Video Platforms: A Country-by-Country Review of Digital Video Usage

Subscription Video-on-Demand (SVOD) Households Worldwide, by Type, 2010-2020 (millions)

Global Video Platforms: A Worldwide Overview

Digital Video and TV Viewer Metrics Worldwide, 2012-2017

Internet Users Worldwide Who Use YouTube, by Region, Q3 2015 (% of respondents)

Internet Users Worldwide Who Currently Pay for TV/Video Service, by Region, Sep 2015 (% of respondents)

Expected Growth in TV/Video-on-Demand (VOD) Services and Technologies According to TV Industry Professionals Worldwide, Jan 2016 (% of respondents)

Top 10 Countries*, Ranked by Number of Netflix Subscriber Households, Q3 2015 (millions)

Asia-Pacific

Frequency with Which Smartphone Internet Users in Select Countries in Asia-Pacific View Video via Smartphone, April 2016 (% of respondents)

Share of Time Spent Watching Digital Video in Asia-Pacific, by Device and Video Length, Q4 2015 (% of total)

Internet Users Worldwide Who Currently Pay for TV/Video Service, by Region, Sep 2015 (% of respondents)

Subscription Video-on-Demand (SVOD) Households in Select Countries in Asia-Pacific, 2014, 2015 & 2020 (millions)

Australia

Top 10 Streaming Video Sites Among Internet Users in Australia, Ranked by Unique Viewers, March 2016

Internet Users in Australia Who Watch Video-on-Demand (VOD), 2013-2016 (% of respondents)

Devices Used to Watch Video-on-Demand (VOD) Among VOD Viewers in Australia, 2013-2015 (% of respondents)

Netflix Users Among Subscription Video-on-Demand (SVOD) Users in Australia, June 2015 (% of respondents)

Video-On-Demand (VOD) Services Used by Consumers in Australia, Aug 2015 (% of respondents)

Consumers in Australia Who Stream Videos via Online Subscription Service*, by Age, Aug 2015 (% of respondents)

China

Video-on-Demand (VOD) Services Used Weekly by TV/Video Viewers in China, May 2015 (% of respondents)

Leading Digital Video Apps/Sites Among Digital Video Viewers in China, Oct 2015 (% of respondents)

Digital Video Viewers in China, 2008-June 2015 (millions, % change and % of internet users)

Devices Used to View Digital Video According to Digital Video Viewers in China, Oct 2015 (% of respondents)

Devices Used by Post-95* Digital Video Viewers in China to Watch Digital Video, Jan 2016 (% of respondents)

Daily Time Spent with Media Among Internet Users in China vs. Worldwide, by Age, July 2015 (hours)

Paid Digital Video Viewers in China, 2013-2018 (millions, % change and % of total digital video viewers)

India

Top 10 Online Video Properties Among Internet Users in India, Ranked by Unique Viewers, March 2016 (millions)

Sites Used to Watch Digital Video Among Digital Video Viewers in India, May 2014 (% of respondents)

Share of Daily Time Spent Viewing Video Among Mobile Users* in Select Countries in Asia-Pacific, by Device/Channel, July 2015 (minutes and % of total)

Mobile Internet Users in Urban vs. Rural India, Dec 2014-June 2016 (millions)

Demographic Profile of Mobile Internet Users in Urban India, by Activity, June 2015 (% of respondents)

Indonesia

Top 10 Online Video Properties Among Internet Users in Indonesia, Ranked by Unique Viewers, March 2016 (millions)

Sites Used to Watch Digital Video Among Digital Video Viewers in Indonesia, May 2014 (% of respondents)

Demographic Profile of Internet Users in Jakarta, June 2015 (% of respondents in each group)

Demographic Profile of Digital Video Viewers in Indonesia, Oct 2014 (% of total)

Leading Reasons that Young Adult Mobile Internet Users in Indonesia Are vs. Are Not Interested in Netflix, Jan 2016 (% of respondents)

Japan

Video-on-Demand (VOD) Services Used by Internet Users in Japan to View Movies/TV Shows, Feb 2016 (% of respondents)

Internet Users in Japan Who Use Select On-Demand Streaming Sites, by Demographic, Feb 2016 (% of respondents in each group)

Internet Users in Japan Who View Digital Video, by Demographic, Jan 2016 (% of respondents in each group)

Devices Used by Smartphone Users in Japan to Watch Digital Video, by Age, Nov 2015 (% of respondents in each group)

TV Station Video-on-Demand (VOD) Viewers in Japan, by Device, Nov 2015 (millions)

Services that Internet Users in Japan Use to Access Paid TV/Video Content, March 2016 (% of respondents)

Subscription Video-on-Demand (SVOD) Viewers in Japan, by Device, Nov 2015 (millions)

Malaysia

Top 10 Online Video Properties Among Internet Users in Malaysia, Ranked by Unique Viewers, March 2016 (millions)

Select Digital Video Platforms Used by Internet Users in Malaysia, July 2015 (% of respondents)

Frequency with Which Internet Users in Malaysia View Digital Video Content, July 2015 (% of respondents)

Digital Video and TV Viewer Metrics in Malaysia, 2014-2017

Types of Digital/Offline TV and Video Content Viewed by Young Adult Internet Users in Malaysia, May 2015 (% of respondents)

South Korea

Video-on-Demand (VOD) Services Used Weekly by TV/Video Viewers in South Korea, May 2015 (% of respondents)

Frequency with Which Digital Video Viewers* in South Korea View Digital Video, Dec 2015 (% of respondents)

Primary Device Used to View Digital Video According to Digital Video Viewers* in South Korea, Dec 2015 (% of respondents)

Time Spent Viewing Video in South Korea, by Channel and Device, July 2015 (millions of hours)

Internet Users in South Korea Who Watch Movies Digitally, by Demographic, Oct 2015 (% of respondents in each group)

Vietnam

Top 10 Online Video Properties Among Internet Users in Vietnam, Ranked by Unique Viewers, March 2016 (millions)

Social Media Users in Vietnam Who Use YouTube, by Age, Sep 2015 (% of respondents in each group)

Leading Internet Activities Among Internet Users in Vietnam*, 2015 (% of respondents)

Types of Digital/Offline TV and Video Content Viewed by Young Adult Internet Users in Vietnam, May 2015 (% of respondents)

Internet Users in Vietnam Who Currently Pay for Select TV/Video Services, Sep 2015 (% of respondents)

Europe

Digital Video Services Used by Internet Users in Belgium, by Language, Nov 2015 (% of respondents)

Demographic Profile of Video-on-Demand (VOD) Users in Belgium, June 2015 (% of total)

Devices Used to View Video-on-Demand (VOD) Among VOD Users in Belgium, June 2015 (% of respondents)

Internet Users in Belgium Who Currently Pay for Select TV/Video Services, Sep 2015 (% of respondents)

Video-on-Demand (VOD) Viewer Penetration in Belgium, by Service Provider, June 2015 (% of VOD viewers and % of internet users)

Denmark

Digital Video Services Used by Internet Users in Denmark, Nov 2015 (% of respondents)

Demographic Profile of Digital Video Viewers in Denmark, Feb 2016 (% of internet users in each group)

Digital Movie/TV Viewers in Denmark Who Stream Digital Movies/TV Weekly, by Age and Frequency, May 2015 (% of respondents in each group)

Devices Used to View Digital Video Among Internet Users in Denmark, by Demographic, Feb 2016 (% of internet users in each group)

Internet Users in Select Nordic Countries Who Have a Paid Subscription to a Digital Video Streaming Service, Jan 2016 (% of respondents)

Digital TV/Movie Streaming Users in Denmark, by Service and Subscription Type, H1 2015 (% of respondents)

Video-on-Demand (VOD)/Streaming Services Used by Internet Users in Denmark, 2014 & 2015 (% of respondents)

Finland

Digital Video Services Used by Internet Users in Finland, Nov 2015 (% of respondents)

Demographic Profile of Digital Video Viewers in Finland, Feb 2016 (% of internet users in each group)

Demographic Profile of Digital Video Streaming Users vs. Commercial TV Viewers in Finland, Nov 2015 (% of total)

Devices Used to View Digital Video Among Internet Users in Finland, by Demographic, Feb 2016 (% of internet users in each group)

Devices Used to View Streaming Video/Video-on-Demand (VOD) Among Streaming Video/VOD Viewers in Finland, Jan 2016 (% of respondents)

Internet Users in Select Nordic Countries Who Have a Paid Subscription to a Digital Video Streaming Service, Jan 2016 (% of respondents)

Demographic Profile of Digital Video/TV Viewers in Finland, by Type, Spring 2015 (% of population in each group)

France

Video-on-Demand (VOD) Services Used Weekly by TV/Video Viewers in France, May 2015 (% of respondents)

Video-on-Demand (VOD) Services Used by Internet Users in France to View Movies/TV Shows, Dec 2014-May 2016 (% of respondents)

Share of TV Content Watched Digitally in France, by Device, 2011-2015 (% of respondents)

Paid Video-on-Demand (VOD) Penetration in France, by Device, 2015 (% of internet users)

Types of Video-on-Demand (VOD) Content Viewed by Internet Users in France, Nov 2015 (% of respondents)

Factors that Would Motivate Internet Users in France to Consider Using a Subscription Video-on-Demand (SVOD) Service, Nov 2015 (% of respondents)

Germany

Video-on-Demand (VOD) Services Used Weekly by TV/Video Viewers in Germany, May 2015 (% of respondents)

Video-on-Demand (VOD) Services Used by Internet Users in Germany to View Movies/TV Shows, Dec 2014-May 2016 (% of respondents)

Platforms Used Daily* to View Video According to Internet Users in Germany, Feb 2016 (% of respondents)

Top 3 Devices Used to View Video-on-Demand (VOD) Content According to VOD Viewers in Germany, Sep 2015 (% of respondents)

Devices Used to Access Streaming Video Services Among Streaming Video Viewers in Germany, Jan 2016 (% of respondents)

Top 10 Countries*, Ranked by Number of Netflix Subscriber Households, Q3 2015 (millions)

Internet Users in Germany Who Pay/Would Pay for Premium Digital Video Content, Feb 2016 (% of respondents)

Subscription Video-on-Demand (SVOD) Household Penetration in Western Europe, by Country, 2020 (% of TV households)

Italy

Video-on-Demand (VOD) Services Used Weekly by TV/Video Viewers in Italy, May 2015 (% of respondents)

Digital Video/Entertainment Activities of Internet Users in Italy, by Demographic, 2015 (% of respondents)

Devices Used to View TV Content Among Internet Users in Italy, May 2015 (% of respondents)

Digital Video Viewers in Select Countries in Western Europe Who Have Accessed Paid vs. Free Digital Video Content*, by Method, Jan 2015 (% of respondents)

The Netherlands

Digital Video Services Used by Internet Users in the Netherlands, Feb 2016 (% of respondents)

Top 5 Video-on-Demand (VOD) Services Used by Internet Users in the Netherlands, by Frequency, Nov 2015 (% of respondents)

Devices Used to View Digital Video According to Internet Users in the Netherlands, by Age, June 2015 (% of respondents in each group)

Average Weekly Time Spent Watching Digital TV Among Internet Users in the Netherlands, by Device, Dec 2013, Dec 2014 & Dec 2015 (minutes)

Internet Users in the Netherlands Who Currently Pay for Select TV/Video Services, Sep 2015 (% of respondents)

Norway

Digital Video Services Used by Internet Users in Norway, Nov 2015 (% of respondents)

Demographic Profile of Digital Video Viewers in Norway, Feb 2016 (% of internet users in each group)

Demographic Profile of Digital Video Streaming Users vs. Commercial TV Viewers in Norway, Nov 2015 (% of total)

Devices Used to View Streaming Video/Video-on-Demand (VOD) Among Streaming Video/VOD Viewers in Norway, Jan 2016 (% of respondents)

Video* Viewers in Norway Who Have Watched Streaming vs. Downloaded Video, by Demographic, 2015 (% of respondents in each group)

Usage of Select Subscription Video-on-Demand (SVOD) Services Among Households in Norway, Feb 2016 (% of households)

Russia

Video-on-Demand (VOD) Services Used Weekly by TV/Video Viewers in Russia, May 2015 (% of respondents)

Digital Movie/TV Viewer Penetration in Russia, 2005-2015 (% of population)

Top 3 Devices Used to View Video-on-Demand (VOD) Content According to VOD Viewers in Russia, Sep 2015 (% of respondents)

Internet Users in Russia Who Currently Pay for TV/Video Service, Sep 2015 (% of respondents)

Video-on-Demand (VOD) Services Available in Russia, by Payment Model, 2015

Spain

Video-on-Demand (VOD) Services Used Weekly by TV/Video Viewers in Spain, May 2015 (% of respondents)

Daily Time Spent Viewing Video via TV vs. Digitally Among Internet Users in Spain, Aug 2015 (hours)

Devices Used by Digital Video Viewers in Spain to Watch Digital Video, Sep 2015 (% of respondents)

Internet Users in Spain Who Use Cable TV and Paid Digital Streaming Services, Aug 2015 (% of respondents)

Types of Digital Video Content for Which Digital Video Viewers in Spain Would Pay, Sep 2015 (% of respondents)

Sweden

Digital Video Services Used by Internet Users in Sweden, Nov 2015 (% of respondents)

Top 5 Digital Video Platforms Among Internet Users in Sweden, March 2016 (% of respondents)

Demographic Profile of Digital Video Viewers in Sweden, Feb 2016 (% of internet users in each group)

At-Home Internet Users in Sweden Who Watch Traditional vs. Streaming TV, Oct 2015 (% of respondents)

Demographic Profile of Digital Video Streaming Users vs. Commercial TV Viewers in Sweden, Nov 2015 (% of total)

Devices Used to View Streaming Video/Video-on-Demand (VOD) Among Streaming Video/VOD Viewers in Sweden, Jan 2016 (% of respondents)

Frequency with Which Internet Users in Sweden Use Netflix, by Demographic, March 2016 (% of respondents in each group)

United Kingdom

Frequency with Which UK TV/Video Viewers View Video-on-Demand (VOD), by Service Provider/Type, May 2015 (% of respondents)

Streaming/Digital Video Services Used to Watch Movies According to UK Internet Users, May 2015 (% of respondents in each group)

Demographic Profile of UK Digital Video* Viewers, Sep 2014 & Sep 2015 (% of respondents in each group)

Primary Device Used to Watch Digital TV Programs/Films According to UK Digital Video Viewers, by Demographic, Oct 2015 (% of respondents in each group)

UK Internet Users Who Currently Pay for TV/Video Service, Sep 2015 (% of respondents)

UK Subscription Video-on-Demand (SVOD) User Share, by Age, March 2016 (% of respondents)

UK Internet Users Who Subscribe Free vs. Paid to Select Video-on-Demand (VOD) Services, Q3 2015 & Q1 2016 (% of respondents)

Latin America

Demographic Profile of Digital Video Viewers in Latin America*, Sep 2015 (% of respondents)

Number of Over-the-Top (OTT) Video-on-Demand (VOD) Platforms Available in Latin America, by Country, July 2015

Top 10 Countries*, Ranked by Number of Netflix Subscriber Households, Q3 2015 (millions)

Argentina

Top 10 Online Video Properties in Argentina, Ranked by Unique Viewers, March 2016 (millions)

Monthly Time Spent Viewing Online Video Among Online Video Viewers in Argentina, by Demographic, Sep 2015 (millions of minutes)

Devices Used by Over-the-Top (OTT) Video Viewers in Argentina to View OTT Video, April 2015 (% of respondents)

Netflix Subscribers in Select Countries in Latin America Who Share* Their Netflix Account, June 2015 (% of total subscribers)

Brazil

Video-on-Demand (VOD) Services Used Weekly by TV/Video Viewers in Brazil, May 2015 (% of respondents)

Video-on-Demand Services Used by Internet Users in Brazil to View Movies/TV Shows, Aug 2015 (% of respondents)

Weekly Time Spent Watching Digital Video According to TV Viewers in Brazil, by Age, Sep 2015 (hours and % of respondents)

Devices Most Frequently Used to View Video According to TV Viewers in Brazil, Sep 2015 (% of respondents)

Preferred Device Used to View Digital Video Among Internet Users in Brazil, July 2015 (% of respondents)

Top 10 Countries, Ranked by Netflix User Penetration, Q3 2015 (% of respondents)

Mexico

Video-on-Demand (VOD) Services Used Weekly by TV/Video Viewers in Mexico, May 2015 (% of respondents)

Over-the-Top (OTT) Services Used by Internet Users in Mexico, Dec 2015 (% of respondents)

Preferred Medium for Watching Video Content Among Internet Users in Mexico, by Category, Dec 2015 (% of respondents)

Over-the-Top (OTT) Digital Video Service Subscriber Share in Mexico, by Service, 2016 (% of total)

The Middle East and Africa

Types of Digital Content Accessed by Internet Users in Select Countries in the Middle East and North Africa, Dec 2015 (% of respondents)

Internet Users in Select Countries in the Middle East & Africa Who Use YouTube, Feb 2016 (% of respondents)

Subscription Video-on-Demand (SVOD) Households in the Middle East & Africa, 2010, 2016 & 2021 (millions)

Egypt

Usage and Awareness of Select Digital Video Services Among Internet Users in Egypt, Dec 2015 (% of respondents)

Demographic Profile of YouTube Users in Egypt, Feb 2016 (% of internet users in each group)

Internet Users in Select Countries in the Middle East and North Africa Who Are Likely* to Subscribe to a Digital Video Service via Free Trial vs. Paid Subscription, Dec 2015 (% of respondents)

Saudi Arabia

Usage and Awareness of Select Digital Video Services Among Internet Users in Saudi Arabia, Dec 2015 (% of respondents)

Frequency with Which Internet Users in Saudi Arabia Watch Digital Video, March 2015 (% of respondents)

Demographic Profile of YouTube Users in Saudi Arabia, Feb 2016 (% of internet users in each group)

Consumers in the United Arab Emirates, Saudi Arabia and Egypt Who Watch Movies vs. TV Digitally, by Demographic, Feb 2016 (% of respondents in each group)

United Arab Emirates

Usage and Awareness of Select Digital Video Services Among Internet Users in the United Arab Emirates, Dec 2015 (% of respondents)

Digital Video Viewer Share in the United Arab Emirates, by Video Length*, March 2015 (% of respondents)

Consumers in the United Arab Emirates, Saudi Arabia and Egypt Who Watch Movies vs. TV Digitally, by Demographic, Feb 2016 (% of respondents in each group)

Types of Digital Video Content for Which Internet Users in Select Countries in the Middle East and North Africa Would Be Willing to Pay, Dec 2015 (% of respondents)

North America

Digital Video Viewer Penetration in Canada and the US, by Age, 2016 (% of internet users in each group)

Video-Streaming Platforms Used by Internet Users in North America, by Generation, Feb 2016 (% of respondents in each group)

Subscription Video-on-Demand (SVOD) Services Used by Internet Users in North America, Q2-Q4 2015 (% of respondents)

Canada

Video-on-Demand (VOD) Services Used Weekly by TV/Video Viewers in Canada, May 2015 (% of respondents)

English-Speaking Adults in Canada Who Watch Digital Video, by Gender, Fall 2015 (% of respondents in each group)

Primary Platform Used by Adults in Canada to Watch TV, by Age, Dec 2015 (% of respondents in each group)

Devices Used to Watch Digital TV According to Adults in Canada, 2014 & 2015 (% of respondents)

Subscription Video-on-Demand (SVOD) Household Penetration in Canada, by Language, Nov 2015 (% of respondents)

Adults in Canada Who Subscribe to Netflix, by Language, Spring 2013-Spring 2015 (% of respondents)

United States

Top 5 Streaming TV/Video Services Among US Internet Users, Ranked by Monthly Unique Users, March 2016 (millions)

Video-on-Demand (VOD) Services Used by US Internet Users to View Movies/TV Shows, May 2016 (% of respondents)

Types of Digital Video Viewed by US Digital Video Viewers, by Age, March 2016 (% of respondents in each group)

Number of Subscription Video-on-Demand (SVOD) Services Used by US TV Viewers, March 2016 (% of respondents)

US Internet Users Who Subscribe to Netflix, March 2016 (% of respondents)

Primary Source for Viewing TV/Video Content Among US Millennial TV Viewers, Jan 2016 (% of respondents)