Video Behaviour on Twitter: Australia Insights

By Trang Hoang, Marketing Lead, JAPAC & Serene Tay, Senior Research Analyst, APAC
Trends and insights

When you think of Twitter, you probably think about the iconic text-based Tweet. While that may have been true in the early days, Twitter has evolved. Twitter is a video powerhouse with over 3.5 billion video views on Twitter each day1.  

With innovations like the immersive video viewer which lets people consume even more video on Twitter, time spent on video on Twitter is on the rise: video accounts for 72% of all user sessions globally with a +19% YoY growth in video user active minutes2

So let’s take a look at the latest study on video behaviour in Australia. We’ve gleaned key insights to help your brand use video on Twitter to connect with your audience in a meaningful way.

1. Twitter is a top source for informative and high quality videos

If it’s happening in the world, people are watching it on Twitter. Video content enriches the Twitter experience.

What do Australian users like about videos on Twitter? The three top qualities of video on Twitter is that it's informative, relevant, and high quality or professionally made3.

Twitter has a lot of videos… a lot. Almost half of Australian monthly active users say that Twitter is one of their primary sources of online video4. But it’s not just a platform to watch the videos they know and love, Twitter also serves as a place for video discovery, with 50% of Australian users discovering video content right on their timelines and 28% actively seeking out videos on Twitter. The takeaway for brands is that people on Twitter have a keen interest in video content on the platform5.

When it comes to video viewing frequency, 38% of users watch videos on Twitter at least once a day, and this number is even higher at 49% amongst the younger users (25-34 year old)6.

2. Twitter is the go-to for a diverse range of relevant video content

Australian users love watching videos on Twitter, with 62% of Twitter users finding the experience enjoyable7. But enjoyability goes beyond just having high quality video. It is also about making sure the videos are being seen by the right audience. That’s happening on Twitter. The majority of users (62%) agree that video content on Twitter is aligned to their interests8

It's no secret that Australian users also love the diverse range of video content on Twitter. In fact, 47% believe that Twitter provides a more extensive selection of video content compared to other platforms8. When it comes to most viewed video categories on Twitter, current affairs and memes/viral videos lead the pack. With celebrity and sports-related content closely following9. That’s a wide range of topics. Nearly half of Australian users think that Twitter has a more extensive collection of video content vs other social platforms10.

Australian continue to turn to Twitter for videos because six out of ten agree that video content on Twitter is something they won’t find anywhere else11.

3. Video that speaks to Australians’ passions hold stopping power

Amidst the vast ocean of video content on Twitter, content that connects with the viewer’s passion has the power to make people tune in.

In fact, 34% of Australian users share that they stop and watch videos that align with their interests. Meanwhile, 32% are drawn to the content which is entertaining or amusing. Another 30% of users gravitate towards videos related to trending topics, eager to be in the know12.

4. Twitter is the ultimate second screen for TV and streaming

Twitter has long been the ideal partner to watching TV. Eight out of ten of Australian users say their Twitter usage surges while enjoying their favourite TV shows13

Fans and enthusiasts alike have come to rely on Twitter to keep tabs on their shows. Whether it's catching up on the latest news and conversations surrounding their favourite TV programs (55%), getting a look at upcoming TV show trailers (49%), or looking for highlights of current TV programs (47%)14.

In the era of OTT platforms and streaming content, the pairing of Twitter and streaming is an equally powerful force to be reckoned with. Seventy seven percent of Australian users report an increase in their Twitter activity whilst watching their favourite streaming shows15. It’s how they connect with other fans, even if they’re not in the same room (or even country).

5. Twitter is where sports fans feel the pulse of the game

A remarkable 61% of Australian users report an increase in their Twitter usage while watching sports16. Why? Because Twitter is the roar of the crowd, of course. 

When it comes to sports-related video content, users are on the lookout for thrilling game highlights, with 53% seeking out this type of content. A further 38% turn to Twitter for live coverage, while 38% enjoy exclusive content. Last but not least, 34% of users like an intriguing stat or a bit of history about sports17. Our guess is it helps keep them sharp for the next pub quiz.

6. Twitter is where live events unfold. Check the live stream

People often say that Twitter is the world’s fastest news site because of the speed at which news breaks and spreads on Twitter. As things happen in the world, people watch along on Twitter. Sometimes that is literal. They are watching live streams—68% of Australian users have watched a live stream on Twitter, and this number is even higher at 79% amongst the 25-34 year old group18

From breaking news to exciting sports matches, from electrifying festivals to glamorous awards shows, Australian users enjoy a variety of livestream events on Twitter. According to our research, live news (e.g press conference) is the most popular live stream content (28%), with sports events (22%) and festivals (22%) not far behind. Meanwhile, red carpet events/awards shows and product launch events entice 21% of viewers each19.

7. Sound off or sound on? Well… both.

Audio is an essential part of the video experience. However, only 51% of users go with sound-on when watching videos on Twitter20. This means brands need to have a sound-off strategy as well. The key deciding factors for sound activation are the content at hand and how important audio is to the content of video (for example music video or podcast).

When it comes to how they’re watching, only about four in ten users will consistently opt for full screen while viewing. This means your videos should be attention grabbing at any size21.

8. Twitter users in Australia are receptive to video advertising

With the positive video experience on Twitter, Australian users are receptive to video advertising on the platform. In fact, 51% of Twitter users in Australia enjoy watching video ads so they can see what brands have to offer. Among them, the 35-44 year old group is the most receptive, with 68% enjoying video advertising on Twitter22.

As people come to Twitter in search of new video content, it is no surprise that more than half of the Australian users (53%) find our video ads to be less intrusive compared to other platforms23.

How brands can tap into the power of video on Twitter:

1) Stand out in the timeline with best practices for video creatives.

Optimise your brand’s video assets: Make your video creative work harder and maximise your messaging by using prominent branding, strong visuals and inserting captions for sound-off viewing.

Ensure a full video experience: With half of the Australian users opting for full-screen and sound-on experience, ensuring a full experience will not only improve view-through rate & brand recall but gives a chance for your brand to stand out creatively. 

Keep videos short and succinct: Our research shows shorter ads (6 to 15 seconds) are more effective at driving consideration and purchase intent24. The same applies to your accompanying Tweet copy, as your video doesn't stand alone. Depending on your campaign objective, grab attention with a short Tweet of up to 10 words/50 characters or provide detailed messaging of the brand with a longer copy of 30 words/160+ characters.

2) A good media strategy can set you apart.

Connect with the audience during big events and cultural moments: As people are turning to Twitter to watch videos related to big events and cultural moments, brands have more opportunities to connect with this highly engaged audience with Twitter Amplify - an advertising solution that pairs brands with premium, timely publisher videos. Twitter Amplify can extend your reach and enable your brand to align with culturally relevant videos that your target audience is already watching.

Reach the right audiences: Twitter’s unique targeting signals such as follower look-a-likes and keywords allow you to connect your brands with audiences around major shows or sporting events. Another form of targeting that works well is Twitter’s 15-second bid unit, which identifies those who are most likely to watch longer-form content, to encourage high view-throughs and cost-efficiencies. The combination of relevant content and user interest helps you achieve higher ad recall.

Share your stories as they unfold with live video on Twitter: Whether you’re broadcasting live from the studio, the sidelines, the red carpet, the scene of a breaking news event, or just because you want to connect with your followers, Twitter offers easy-to-use tools to share what’s happening. Luxury brand @Prada delighted fashion fans with a 15-minute long sci-fi-inspired catwalk as the centrepiece of its Fall Winter 2022 Womenswear launch campaign.

Online quantitative survey conducted in May 2022 amongst 500 users of social media platforms including Twitter in Australia.

[1] Twitter Internal, January 2021, global. Data reflects 2020 yearly average.

[2}  Twitter Internal. Comparing Q1 2023 vs Q1 2022. Global.

[3] Video Behaviours on Twitter study, May 2022, Australia, n=500 Twitter monthly users. Q: How well do the following attributes describe videos on the following social platforms? Please select all that apply.

[4] Video Behaviours on Twitter study, May 2022, Australia, n=500 Twitter monthly users. Q:To what extent do you agree or disagree with the following statements about watching videos on Twitter?

[5] Video Behaviours on Twitter study, May 2022, Australia, n=500 Twitter monthly users. Q: How do you come across videos on Twitter? 

[6] Video Behaviours on Twitter study, May 2022, Australia, n=500 Twitter monthly users. Q: How often do you watch videos on each of the following social media platforms?

[7,8,10,11] Video Behaviours on Twitter study, May 2022, Australia, n=500 Twitter monthly users. Q: To what extent do you agree or disagree with the following statements about watching videos on Twitter?

[9] Video Behaviours on Twitter study, May 2022, Australia, n=500 Twitter monthly users. Q: What type of video content have you watched on each of the following social platforms, in the last week?

[12] Video Behaviours on Twitter study, May 2022, Australia, n=500 Twitter monthly users. Q: What factors cause you to stop and watch a video on Twitter?

[13] Video Behaviours on Twitter study, May 2022, Australia, n=500 Twitter monthly users. Q: Does your usage of Twitter increase while watching TV, or before and after watching TV? 

[14] Video Behaviours on Twitter study, May 2022, Australia, n=500 Twitter monthly users. Q: Which of the following types of video content relating to TV do you most enjoy seeing on Twitter?

[15] Video Behaviours on Twitter study, May 2022, Australia, n=500 Twitter monthly users. Q: Does your usage of Twitter increase while watching streaming content, or before and after watching streaming content? 

[16] Video Behaviours on Twitter study, May 2022, Australia, n=500 Twitter monthly users. Q: Which of the following types of video content relating to Streaming do you most enjoy seeing on Twitter?

[17] Video Behaviours on Twitter study, May 2022, Australia, n=500 Twitter monthly users. Q: Does your usage of Twitter increase while watching sports content? 

[18] Video Behaviours on Twitter study, May 2022, Australia, n=500 Twitter monthly users. Q: Which of the following types of video content relating to sports do you most enjoy seeing on Twitter?

[19,20] Video Behaviours on Twitter study, May 2022, Australia, n=500 Twitter monthly users. Q: Live-stream video is video being broadcast in real-time over the Internet. Have you ever watched any of the following types of content via a live-stream in the following platforms?

[21] Video Behaviours on Twitter study, May 2022, Australia, n=500 Twitter monthly users. Q: Which of the following statements best describes your consumption of videos on Twitter when it comes to audio? 

[22] Video Behaviours on Twitter study, May 2022, Australia, n=500 Twitter monthly users. Q: Which of the following best describes how you watch videos on Twitter? 

[23] Video Behaviours on Twitter study, May 2022, Australia, n=500 Twitter monthly users. Q: How much do you agree or disagree with the following statements about video advertisements on Twitter?

[24] Twitter Internal Analysis, 141 US Nielsen Brand Effect Studies that started in 2019, Video Ads n=1,617, Respondents n=122,583.