Video Behaviour on Twitter: Australia Insights

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.

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.

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.

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).

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.

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.

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.

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.

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.

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.