Twitter released some new findings about video usage on its network based on commissioned surveys across fourteen countries and speaking to over a thousand people specifically selected to reflect the demographic profile of each country.
This infographic represents U.S. insights.
"The majority of Twitter users (82%) watch video content on Twitter and most watch on a hand-held screen," says Matt Taylor from Twitter's global marketing research team. "A staggering 90% of Twitter video views happen on a mobile device, according to our own internal data. But Twitter users don’t just lean back and watch video; they also lean in to create it. Twitter users are 1.9x more likely to have uploaded a video online (anywhere) than the average U.S. internet user."
64% who have seen video content in the breaking news category would like to see more on Twitter, the findings suggest. For clips from live sports shows it's 54%. For clips from TV shows it's 50%. 45% want to see more from celebrities, while 40% want to see more from other users, and 37% want to see more from brands.
Interestingly, Twitter says its users are 25% more likely than the average consumer to discover video first among their friends.
Another interesting takeaway from the research is that 70% of users say they only or mostly watch videos that they discover in their timelines, and only 11% say they use search on Twitter to find specific videos. That could change, however, if Twitter rolls out an improved search interface that highlights the functionality.
Twitter says its native video drives more overall engagement than third party videos shared on Twitter, including 2.5X replies, 2.8X retweets, and 1.9x favorites.
"Our advertisers are also seeing Promoted Video on Twitter drive strong engagement," says Taylor. "@PaigeDenim used Promoted Video to take fashion lovers behind the scenes of its spring collection and drove more new visitor traffic to the Paige website from Twitter than any other digital platform. @truTV turned to Promoted Video to change perception among NCAA basketball fans during #MarchMadness, which contributed to a 545% increase in positive brand sentiment, according to data from Crimson Hexagon."
A recent study from Advertiser Perceptions and the Interactive Advertising Bureau (IAB) found that 68% of marketers and agency execs expect their digital video ad budgets to increase over the course of the next year.
Further reading: Can Twitter Have Facebook-Like Success With Video?
Images via Twitter