The most preferred gadget for watching video content was a smartphone, used by 84% of survey respondents. Laptops and PCs are chosen by 51%, while smart TV devices and tablets are preferred by 30% and 19% respectively.
Among popular video formats, Russians prefer entertainment content, especially movies and TV series; 76% of those surveyed had watched them in the last month. Additionally, a significant portion of users pay attention to short videos of up to one minute, and two-thirds of survey respondents pay attention to these videos.
Subtitles have become an important element of video perception, with 56% of users using them regularly. This feature makes watching content more convenient and accessible, especially for young people, where the share of subtitles used reaches 68%.
Considering the trend of silent viewing and the popularity of subtitles, adding text to video ads is key to increasing viewer effectiveness and engagement.
Source: Ferra
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