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This report examines some of the new types of digital video proving popular, assesses the reasons behind this popularity, and explores how these trends can be targeted by those looking to build and engage their own digital audiences.


  • The rise in popularity of new types of video content – such as how-to and unboxing videos – has developed alongside the evolution - and changing consumer use - of the on-demand YouTube platform. As new platforms evolve and develop, content trends and notions of value will shift further.

Features and Benefits

  • Identify the main types of video content that are proving popular with the YouTube generation and are redefining the notion of premium video.
  • Assess the implications that this redefinition of premium content will have for your business, and learn how they should be responded to.

Key questions answered

  • What kind of audiences are attracted to these new types of video content?
  • What makes these new types of video attractive to brands and advertisers, and how have they been used by such players so far?
  • How will the mobile video market, and wider media landscape, be reshaped by evolving content trends and platforms over the coming years?
  • How should broadcasters, production companies, telcos, device manufacturers, book publishers, and vendors respond to these trends?

Table of contents


  • In brief
  • Ovum view
  • Recommendations

Market status

  • Video consumption habits are changing, especially for younger generations

Market dynamics

  • Unboxing videos and product reviews
  • How-to and tutorial videos
  • Videogame live streaming and “let’s play” videos
  • Vlogs

Market outlook

  • Mobile video will reshape the media landscape
  • TV production companies should look to mobile video for experimentation
  • Device manufacturers and developers should cater for the vlogging culture
  • Publishers can tap the young mobile consumers by partnering with vloggers
  • Telcos must understand their position in the mobile video market


  • Methodology
  • Further reading
  • Author

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