It won’t come as a surprise that men and women consume video content differently. Nielsen’sTotal Beauty Media Group’s, and SheSpeaks‘ researches reveal some quite interesting data.


Nielsen’s Research: Women vs. Men


The recent research shows that “Video streams at broadcast network TV Web sites were nearly two times more likely to be viewed by women age 18-34 than men, who accounted for 22 percent and 12 percent of streams, respectively. For the top four Consumer Generated Media Web sites, streams were two and a half times more likely to be viewed by men 18-34 than women, who accounted for 27 percent and 11 percent of streams, respectively.” Women lead online network TV viewing. Interestingly enough, females watched three less hours of TV last year, however, internet video content consumption increased 4 hours. Online video content consumption among women from 18 years and older increased 45 % last year. It reached an average of 7 h 12 m. Moreover, mobile video engagement rose to 5 h 2 m.

In a nutshell, “women enjoy network TV online, meanwhile men drawn to CGM”.



Michael Pond, media analyst of Nielsen, says that “[T]he largest appetite for streaming broadcast content is during the noontime hours, when viewers take a break from work to catch up on the shows they enjoy.”

  • The pick of the streaming activity is the weekday lunchtime hours: 12 p.m. – 2 p.m
  • As for CGM websites, the most popular time for visiting is between 11 p.m. and 6 a.m on the weekends.

For companies with female targeted audiences, video turns out to be an effective channel. Demand for visual media content continues to boom year by year. Thus brands should evaluate their marketing expenditure and invest more in digital outlets. Nielsen comments the ever-changing mindset of female shoppers: “the female brain is programmed to maintain social harmony, so messaging should be positive and not focus on negative comparisons or associations” and that women “remember more and differently” in comparison to men. Companies that produce promotional video content for women should mind Nielsen’s advice.


Total Beauty Media Group’s research

A new survey from the Total Beauty Media Group further reveals the viewing habits of females.

How Women Consume Video Content. Total Beauty Media Group’s research


Informational videos have the largest audience. Other most popular video content among women is news, film and TV. Now about 60% use video tutorials instead of the traditional offline media resources like magazines. Moreover, a payment for video content is a quite serious barrier for female audience. Their readiness to pay depends on the type of content, too. Up to 40% of women will pay to watch a film online, meanwhile 17% pay to watch a TV show. However, as far as other types of content are concerned, more often than not women won’t pay for it.

It won’t come as a surprise that YouTube is the go-to channel for video. Approximately 60 percent of the 25-34 age group subscribed to channels of their interests. The younger age group’s statistics is a little bit less – about 40%. Thus it goes without doubt that YouTube still dominates in access to video. Brands, news outlets and different publishers more often than not prefer to upload their content to YouTube and thus get quite a few potential views and engagement.



According to the report, women, aged over 34, prefer using their desktop computer and laptop to watch a video. Only 15% of them actually use their smartphones for this purpose. The reason is the benefit of a larger screen. In fact, females under 34 use their smartphones and tablets to watch a video much more often.



The question of time when video is watched is also very important. The afternoon and evening seem to be the preferred time for women between 25-34. However, 30% of women surveyed watch video in the morning, too. Furthermore, 21% will watch up to 30 minutes of video a day if they are interested. Meanwhile about 50% of participants said that they watch at least 10 minutes of video online per day. It’s very good news for brands: investing in video content is a thing definitely worth doing.


SheSpeaks’ research

How Women Consume Video Content. SheSpeaks’ research

SheSpeaks is a marketing company with the focus on women. In March, cooperating with Adweek, it conducted a research on video-consumption habits of women of all ages. Here are a couple hits:

  • 83 % said they discover videos on Facebook, followed by “websites” (54 percent), word of mouth (49 percent), blogs (36 percent), Twitter (27 percent) and Instagram (21 percent).
  • Facebook also dominate in sharing clips (71 percent), then go email (41 percent), their computer screens (37 percent), Twitter (27 percent), Instagram (13 percent) and personal blogs (12 percent).
  • As for YouTube’s popularity, interestingly enough, less than 50 % women surveyed subscribed to a branded channel on the site.


Insights around women viewing habits are the keys to more effective brand advertising strategy. As Guy Yalif, vp of global marketing at video ads company BrightRoll, said: “Savvy marketers that are targeting women are able to leverage tools that let them put data to work,” he said. “[Tools] such as ad-effectiveness optimization and pricing management to efficiently reach women.”

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