From full television programmes to music videos and amusing home videos, the range of video formats available online is diverse. But what appeals to users searching for enjoyable snippets of entertainment? ProSiebenSat.1 Group’s marketing specialists, SevenOne Media, and research institute mindline media went on the hunt for an answer to this question. The result? 74 percent of people resort to formats that they know from television programmes. Home videos are well behind in second place (49 percent). In total, 46 percent of internet users view video content on the web. At 51 percent, the figure for men is slightly higher than that for women (40 percent).

Digitalisation is leading to increased consumption of television content

The thirst for online videos has not diminished people’s enjoyment of traditional television programmes. In fact, quite the opposite is true. One in four consumers (23 percent) of internet videos claims to watch more television programmes as a direct result. One significant reason for this is the fact that people can bring themselves ‘up to speed’ with any missed episodes of a TV programme at any time.Forty-three percent already make use of this service provided by television broadcasters. However, viewers do not consider the internet viewing experience to be the same as watching television in the living room. For this reason, 74 percent of those surveyed still prefer to watch complete television programmes on their television sets. Seventy-two percent state that they find it more comfortable to lean back in front of their TV screens than to sit in front of a PC.

Advertising is welcome on the internet

An important finding and positive outcome for the advertising industry is the realisation that advertising is accepted within the realm of online videos. Sixty-six percent of those who have viewed online video content stated that they would prefer advertising to any other financing methods. A mere 20 percent were in favour of a subscription fee or a video-by-video charge. Women represent a particularly attractive target group for advertisers and were found to be in favour of advertising: 69 percent of the women surveyed would prefer advertising to a fee-based system.