What users expect from online videos in 2021
Regardless of the device and location, online videos have become a constant companion. Almost 75 percent of Germans regularly watch videos online. This means that the use of video content has almost doubled since 2018. One more reason for BurdaForward to take a closer look. The latest study by the digital company (including CHIP, FOCUS Online, Bunte.de) shows: As video consumption increases, so does the demand for quality.
More intensive use on editorial portals
Almost every second user consumes online videos on their digital devices every day. 32.8 percent of them even say they watch more than five online videos a day. The use of online videos on editorial digital offerings such as FOCUS Online or Bunte.de has increased particularly. Here, more than twice as many people watch the video content than three years ago (65.2 percent in 2021 vs. 30.5 percent in 2018).
MUTED on the rise
The preferences in terms of audio settings for videos are quite clear: In 2021, people watch video content without sound. More than a third of video users use the muted function. Some respondents (more than 5 percent) even say they almost always watch online videos without sound. Muted videos are preferred above all when the sound is superfluous (42.6 percent), when others should not be disturbed (42.5 percent) or when the content is easy to understand even without sound (42.3 percent).
However, it is worthwhile for publishers to add subtitles to videos. Three quarters of video users think that additional text overlays are pleasant and helpful. At 38.6 percent, a significant proportion would even like to see this in videos in general - regardless of whether they are viewed as muted videos or with sound.
The current "Video Effects" study, which you can find in its entirety here in our market research section, provides many more insights into digital video use.