The average French-speaking Belgian (aged 18-64) watches 5 hours and 37 minutes of videos every day, a survey revealed on Tuesday.
Based on a sample of 2,300 people, the survey focused on the media behaviour of French-speaking Belgians and comes from the third edition of the Video Observer carried out by Kantar on behalf of RTL Belgium.
The videos include live or pre-recorded television programmes, both free and paid on-demand platforms, videos on social media, YouTube, downloaded content, DVDs and films at the cinema. With 197 minutes of viewing per day, TV (both traditional and digital) tops the leaderboard, peaking at 58% of video time.
According to the study, gender, social group and age are all determining factors in consumption. Men, for instance, watch more videos on the internet than women. While 18- to 24-year-olds watch more videos (on social media and on the internet in general) on their smartphones, TV still accounts for 39% of their screen time (2 hours 20 minutes a day).
Analysts point out that 25- to 34-year-olds, who are entering working life, are a pivotal age group. Gradually, they will watch fewer short videos and turn to television content (43% of their viewing time). TV becomes even more popular among 35-44 year olds (55% of viewing time), 45-54 year olds (68%) and 55-64 year olds (80%).
Generally speaking, "most of our video consumption takes place at home (76%), and in the evening. The screen most used is the television (54%), followed by computers (18%) and smartphones (17%)," the study also points out.
Finally, 18-64 year-olds watch around 20 minutes of video advertising a day via TV channels (88% of the time), videos on the Internet (7%) and social networks (5%).
