You can bring online video to people, but you can’t bring people to online video
Increased broadband penetration and improved connectivity does not translate to increased uptake of online video usage amongst Internet users. There is a negative correlation between broadband penetration and the proportion of Internet users who use any video on demand services on a monthly basis. France, the leading European country in terms of fixed-line broadband penetration, features the largest proportion of Internet users indicating a lack of regular usage of any video-on-demand services (including YouTube). Roughly one in five Internet users said that they have not watched any online video in the last month when surveyed in early 2019. Similarly, in the Netherlands, roughly one in six of those surveyed do not use video-on-demand services regularly. By contrast, this proportion is halved (at just 9 per cent) in Italy, where two in three households have a fixed-line broadband connection. These consumers tend to be older (over the age of 45) and generally disengaged from all services and devices. Unsurprisingly, the largest differences are found with digital subscription-based services (such as SVoD and Music subscriptions), but also with premium channels, that require a basic pay TV service. Typically these consumers exhibit a greater viewership and more positive opinion of national free-to-air channels, and will be difficult for any other digital service to target given their general disengagement.