Global OTT Consumption: What do viewers want in each region

In the weekly online event organized by OTT. x, the Wednesday Webinar, Luciano Zarlenga (Chief Analytics Officer at BB Media) gave a presentation about content offering of streaming platforms with a focus on users’ viewing habits and preferences at a regional and global level. 

The data was gathered through BB Media’s Online Media Essentials service, which covers 29 countries through the monitoring of online panels. In addition, the analyzed regions were the United States and Canada (UCAN); Europe, Middle East and Africa (EMEA); Asia Pacific (APAC); and Latin America (LATAM). 

It was possible to detect an offer of +1M movies and +292K series in November of 2022. On the other hand, the offer of OTTs through the aforementioned regions is wide: +800 in UCAN, +10K in LATAM, +20K in EMEA and +13K in APAC. 

In order to make an in-depth analysis, users were asked about their habits when watching the Football World Cup. Most of the surveyed households said they would watch most of matches (45.11%), while others would only follow their country (31.63%) and the rest showed no interest in seeing it at all (15.47%). 

In UCAN 86% of households watch content through OTTs, in EMEA a 76% and in APAC an 85%; while in LATAM the penetration is that of 47% over the total of households because of the penetration of internet service. However, of the households that can access and view online content, most take advantage of it and do it. And when asked why they watch online content, users referred to the possibility to watch it anytime, anywhere. In turn, in these regions between 5 and 8 platforms are used per household, in addition to people watching between 3 to 5 movies per month (the equivalent to 1 per weekend). 

Other topics such as the preferred genres by users and preferences between SVOD and AVOD models were also discussed. In short, there is a lot of content and people choose to see it. The good thing about watching this type of content is to do it when and how you want, and from whatever device you prefer.   

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