Video on the Web a success in Sweden
Consumption of video media on the Web is on the rise. We watch clips, entire TV programs as well as feature-length films. Last year, 2007, Web-TV made a dramatic breakthrough in Sweden with 800,000 new users.
Figure. Use of broadband for video: Percentages in various groups of the population, 15-74 years of age, Q4, 2007
Web-TV biggest, but downloading of TV programs also increasing
More than 1.9 million 15-74-year-olds watched Web-TV at least once during the most recent quarter according to Mediavision's latest analysis. Downloading of TV programs also increased during 2007. Every tenth 15-74-year-old, or just over 700,000 persons, states that he or she has downloaded TV programs during the fourth quarter of 2007. This is roughly twice as many as compared with the same period the year before.
In Mediavision's analysis, it is clear that video via the Web is most common among younger men. About two-thirds of men 15-24 stated that they have used the Web for watching TV or feature-length films during the fourth quarter of 2007. And when asked if their Web-TV viewing affects their viewing of conventional TV, nearly a third answered that they watch less.
"Our analysis shows that video via the Web is quickly growing in Sweden. Access to fast broadband and the large assortment via the Internet has entailed that both TV programs and feature films via the Web have become common. The general trend is that we want to be freer, both in being able to choose content and viewing times, regardless of whether we watch on the Internet or on traditional TV," says Marie Nilsson, CEO for Mediavision.
"The trend is very strong. It is our assessment that over three million 15-74-year-olds will be Web-TV users a year from now, and over one million will be downloading TV programs. For the players in the market, this entails major opportunities while also setting a number of new demands. It has to be easy for the user, and moreover, few are willing to pay. There is much that also points to strong development of advertising in conjunction with online video," Says Marie Nilsson.
Source: Mediavision, an independent consulting and analysis firm, specialising in analysing and strategy for the digital media landscape. http://www.mediavision.se/