As we explore in our forthcoming GWI Brand report, more than a quarter of internet users are now regularly watching branded videos – yet more evidence of just how important content has become for digital consumers.

This is very much a cross-demographic behavior, even if 55-64s are a little behind the other age groups and men have a slight lead over women.

By far the biggest differences can be found at a national level, with the list of top 10 countries dominated by emerging internet nations (led by India at 41%).

In contrast, this behavior is less common in markets such as the US (22%), Australia (15%), and the UK (14%) – showing once again that online audiences in the fast-growth markets tend to be the most engaged.


Written by

Jason is Chief Research Officer at GWI. He's the main man who leads our global team of analysts, delivering world-renowned research. He's an in-demand data junkie who you might see popping up on your telly screens every so often to show you what's actually happening in the lives of consumers.

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