Worldwide, 91.7 percent of internet users watched content via streaming services each month as of the third quarter of 2023. People from the South Africa were using video streaming platforms the most, with 98 percent of respondents to the survey stating to stream every month. Chile came second, with 97 percent of people watching TV content on streaming platforms, followed by Mexico. By comparison, only 76.1 percent of consumers from Russia indicated to use video streaming services, such as Netflix, on a monthly basis.

According to an online survey conducted in February 2019, more than 82 percent of internet users in Japan used video streaming services. While subscription video on demand (SVoD) services were used by approximately 17 percent of Japanese internet users, pay-per-view (PPV) or transactional video on demand (TVoD) services were used by a considerably lower share of people.

During a survey carried out among internet users in Brazil in 2023, around 72 percent of male respondents said they watched videos, programs, movies, or series online. Among women, the figure stood at 76 percent. The same study showed a gender gap in the penetration rate of music streaming among Brazilian internet users in 2023.

In the third quarter of 2023, about 97 percent of internet users aged between 16 and 64 years in the Philippines used a subscription video-on-demand (SVOD) service such as Netflix each month. Comparatively, 78.9 percent of internet users in Japan used a SVOD platform on a monthly basis as of the third quarter of the same month. This follows the trend observed in the global ranking of viewing time of streaming services, which has been growing the most in Asia year-on-year. SVOD services on the rise Globally, SVOD service revenue has increased continually over the last couple of years and has the highest revenue of other video-on-demand services on a global level. The same trend can be observed in the Asia-Pacific region. The preferred streaming device in Asia seems to be the mobile phone, while countries in Oceania tend to prefer the TV or computer for streaming purposes. Although SVOD services record a rising number of subscribers, the preferred video streaming service payment model for most consumers in the Asia-Pacific region is still watching ads rather than paying for an ad-free experience. Local or global? SVOD services seem to be on the rise in the Asia-Pacific region. Still, due to the region's cultural, linguistic, and economic diversity, it remains challenging for international platforms to breach the market. Netflix seems to be the global powerhouse regarding its estimated number of SVOD subscribers compared to other platforms. Nevertheless, the APAC region has the lowest number of Netflix paying screening subscribers worldwide. While the international platform Disney+ was forecast to have the highest number of SVOD subscribers by 2027 in the region, local streaming services are also gaining popularity in their respective countries.

During a survey conducted in Brazil in 2024, 77 percent of responding internet users said they watched videos, programs, movies, or series online. In 2017, the share stood below 70 percent. Furthermore, according to the same study, around 55 percent of internet users in Brazil said they read news online in 2023.

In the third quarter of 2023, approximately 96.9 percent of Indonesian internet users watched online video content via the internet each week. In that year, music videos were the most popular type of content to stream online.

According to a 2023 internet usage survey, about 74.7 percent of male respondents in Taiwan used free video and music streaming services. In comparison, the penetration rate of free video and music streaming services was lower among female respondents, reaching around 70 percent.

During the year 2017, the share of mobile data traffic across the south Asian country of India used for video streaming was around 70 to 80 percent, while share of traffic due to social media content was up to 12 percent.

In recent years, video has become one of the most popular online formats, spanning from educational content to product reviews. During the third quarter of 2024, music videos recorded the highest category reach, with almost half of internet users worldwide reporting to watch music videos online each week. Social video engagement In recent years, YouTube and TikTok have become two of the most important social media platforms for global users, as video content commands high levels of engagement. In 2024, users worldwide spent approximately 28.4 hours using the YouTube mobile app per month. Additionally, the leading hashtags used by content creators on TikTok have amassed billions of views: as of January 2024, the TikTok hashtag “fyp” or “for you page” had reached 55 and 35 billion post views, respectively. Watching content: what device do users prefer? In 2023, televisions were the most used devices for global viewers to watch video-on-demand (VOD), with 55 percent of respondents reporting using these devices. In comparison, 13 percent of respondents reported using smartphones. Age group and generation are factors impacting viewership habits and device preferences, as younger users appear to prefer using their smartphones to consume content. According to a March 2024 survey, U.S. users aged 18-34 years were more likely to watch video content on smartphones than any other devices. By comparison, connected TVs were particularly popular for the online video audience aged 35 and older.

In the third quarter of 2023, over 96 percent of the surveyed internet users watched some kind of online video each week in Turkey. Music videos and comedy, meme, or viral videos followed as the second and third most-watched online video content, with approximately 62 and 45 percent, respectively.

In the third quarter of 2023, approximately 93 percent of Vietnamese internet users reported having watched online videos. In the same year, music videos were the most popular type of video to stream online.

According to an online survey conducted in November 2019, more than 24 percent of internet users in Japan used subscription video on demand (SVoD) services. An additional nine percent of people were considering to use such services, while more than half of all respondents had no intention of doing so.

This statistic displays the share of internet users that watch online videos in New Zealand as of January 2018, by frequency. As of this date, around 61 percent of internet users in New Zealand watch online videos every day.

As of February 2025, video apps accounted for around 76 percent of global mobile data usage every month. Second-ranked social networking accounted for eight percent of global mobile data volume. The two categories, though, can easily overlap, as users can watch videos via video applications, as well as on social networking applications. Most popular social media platforms with video content Facebook, YouTube, and Instagram were among the most popular social networks in the world, as of October 2021. Each of these platforms allow to post, share, and watch video content on a mobile device. One of the fastest growing global brands, Tiktok, is also a social media platform where users can share video content. In September 2021, the platform reached 1 billion monthly active users. Leading types of mobile video content in the U.S. The United States was the third country in the world based on the number of smartphone users as of May 2021, with around 270 million users. Therefore, mobile content usage in the country was one of the highest in the world, and a big part of it was video content. As of the third quarter of 2021, more than 80 percent of survey respondents in the United States reported watching YouTube on their mobile devices. Social media videos were the second most popular type of content for mobile audiences, with almost six in 10 respondents watching videos on social media platforms like TikTok and Twitter.

According to an online survey conducted in November 2019, 28 percent of male internet users in Japan were using subscription video on demand (SVoD) services. The share was considerably lower among female respondents. Among people who did not already use such services, women were also less interested than men in using them in the future.

The European questionnaire on Information and Communication Technologies Data reveals that there exists a disparity between the internet usage of people of different gender. This disparity although present in most countries, differs widely in its severity.

By 2020, 68 percent of male internet users in Lithuania watched internet streaming TV or videos. The share among women was lower with 67 percent using streaming services. Since the last questionnaire in 2018 three percent more men and five percent more women streamed TV or videos online.

According to an online survey conducted in November 2019, around 32 percent of Japanese internet users in their 20s were using subscription video on demand (SVoD) services. The share was almost equally high among people aged between 17 and 19 years old, while older generations used the services to a lesser degree. Among those who did not already use such services, older generations were also much less likely to be interested in using them in the future.

During a survey carried out among internet users in Brazil in 2023, 74 percent of respondents said they watched videos, programs, movies, or series online. Among interviewees aged between 16 and 24 years, the share stood at 89 percent. Meanwhile, the penetration rate of music streaming among Brazilian internet users was also higher in the 16-24 age group compared to others.

In 2024, nearly 75.2 percent of the internet users in China had watched livestreams. E-commerce and gaming were the most popular content types of live-streaming.

The European questionnaire on Information and Communication Technologies Data reveals that there exists a disparity between the internet usage of people of different gender. This disparity although present in most countries, differs widely in its severity.

By 2020, 72 percent of male internet users in Ireland watched internet streaming TV or videos. The share among women was lower with 73 percent using streaming services. Since the last questionnaire in 2018 nine percent more men and 14 percent more women streamed TV or videos online.