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UK web users gravitate to long-form video

Three quarters of UK internet users will watch digital video content, via any device, at least once per month during 2015, with long-form content proving most popular, according to eMarketer.

The research firm claims that 74.9% of UK internet users and 59% of the total UK population will watch video monthly this year, up from 73.5% of web users and 56.9% of the population in 2014. eMarketer tips these figures to rise to 78.6% and 64.6% respectively in 2019.

The study notes that mobile devices are playing a “significant role” in UK video consumption as viewers move from desktops and laptops to smartphones and tablets. For the first time this year, half of smartphone users in the UK will watch digital video on such devices, according to eMarketer.

“TV content is a particularly large part of digital video viewers’ consumption [in the UK],” said eMarketer analyst Bill Fisher.

“When it comes to mobile, unlike in other European countries, the thirst for short-form content is less pronounced in the UK. Rather, long-form content reigns supreme, no matter the screen choice, and UK consumers are often willing to pay for the privilege.”

Research firm eMarketer claims that younger age groups lead digital video viewership in the UK, and that teens and young millennials watch more digital video overall, with a preference for shorter-form content.

However, these younger viewers also “overindex against the adult population for long-form paid content”, said eMarketer. “Older demographic groups are increasingly becoming digital video viewers, too, and will likely drive the next surge in viewing activity.”