Israelis Watch More Video Over the Internet, but Still Less Than Other Countries

Trend points to lower advertising revenues for traditional media as digital gradually take over

New statistics from a study conducted for Google Israel show a rapid change in content consumption in Israel over the past year. The study, which was carried out in April among 1,000 Israeli users, shows that the use of digital media has gone up a level.

The previous study, from 2012, showed that 49 percent of content consumption happened via digital means (computers, tablets and cellular telephones), as compared with 51 percent from printed newspapers, radio and television. But the respondents in the latest survey said that 58 percent of the time they consumed content via digital means.

The survey, conducted by the Shiluv Millward Brown market research agency, shows that Israelis do not use digital media just for short video clips anymore. They now choose digital media when it comes to watching longer content: 60 percent of video consumption over the Internet was for content that was longer than 15 minutes. This means that the abundance of video content that exists in the digital media creates a surplus supply of advertising and poses a real threat to the television industry.

It should be noted that Google is a major player in the field of Internet advertising in Israel, and an interested party in diverting advertising from traditional to digital media.

So far, the perception was that online video was different from television because of the kind of content, says Aron Di Castro, head of domestic business at Google Israel. This statistic shows that people consume content of every kind on the Internet — series, films or lectures.

The survey shows that 70 percent of Israelis watch video on the Internet occasionally. This is a fairly low statistic compared with the rest of the world: A survey of the Accenture consulting firm for 2013 showed that the world average of video viewing on the Internet was as high as 90 percent. In Brazil, for example, 96 percent of users said they watched video on the Internet, while in Italy the figure was 94 percent, and 86 percent in the United States.

The strengthening of video content on the Internet and the increasing content load is leading to a phenomenon of cutting the cable that is spreading worldwide. According to the survey, 13 percent of the population in Israel consumes content exclusively via the Intenet and does not watch television, as compared with 11 percent in the previous survey, which was conducted last year.
 

Pini Silok