Online video viewing habits in Serbia are evolving, with more people watching videos online and on mobile devices like smartphones. Younger internet users in Serbia are also increasingly creating and sharing videos online. Popular online video content in Serbia tends to be entertaining, surprising, and useful. The top motivations for sharing videos are having fun and escaping from reality. Heavy online video viewers particularly value content that provides useful information or teaches them something new.

1. What are we up to with
Online Video in Serbia

2. THE LANGUAGE of CONTENT
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Wave is the biggest and the longest global study giving
perspective on the changes currently happening in online & social
media space
Argentina
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Herzegovina
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Republic
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Serbia
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Spain
Sweden
Switzerland
Taiwan
Thailand
Turkey
Ukraine
United Arab
Emirates
United
Kingdom
United States
Uruguay
Vietnam
…
75
countries
50,021
respondents
1.3bnrepresenting
active internet
users worldwide

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Video viewing habits in Serbia are evolving and migrating
online
Source: Wave Serbia active internet users 15-64, TGI
91%
75%
90%
72%
TV Watching Everyday TV
Watching
2014 2015
71%
38%
92%
53%
Online Video
Watching
Everyday Online
Video Watching

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Watching online videos is moving in one direction only
Q: “Please select which devices you have used to do these activities” [Watch video clips online]
BASE: Serbia 16-54 active internet users
62%
52%
61%
46%
Desktop Laptop
2014 2015
10%
32%
14%
48%
Tablet Smartphone

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We are becoming the Creators ourselves
Q: Activities done in past 6 months?
Base: Serbia 16-54 active internet users; Global
13%
8%
1%
5%
14%
8%
3%
13%
Desktop PC
Laptop
Tablet computer
Smartphone
Devices used to create video for
upload
2014
2015
25%
33%
26% 25%
Create A Video To
Upload Online
Upload Video Clip To
Video Sharing Website
Serbia
World

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Stars of online Video in Serbia
327K 143K 487K 185K
109K 112K 144K 70K
128K 435K 58K 33K
Subscribers/Followers
Zvoganj

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Video sharing community is growing, favouring entertaining,
surprising and useful clips
Q: What kind of video content you mostly share
Base: Serbia 16-54 active internet users
0%
2%
4%
6%
8%
10%
Inspires You
Sets You A Challenge
Helps You To Connect
With New People
Provides Experiences To
Share With
Friends/Family
Teaches You About The
Brand
Is Entertaining And Fun
Provides Useful
Information Or 'How-To'
Tips
Promotes A Cause That
Is Important To You
Is About A Person You
Find Interesting
Helps You Indulge Your
Passions
Tells You Something
New And Unexpected
Is Useful And That Other
People Don't Know
Expresses Your Point Of
View
Is Interesting Or
Controversial And Will
Spark Debate
Videos shared on Video Site
51%
Share Video
once a week
or more

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The main motivation behind is having fun and escaping the
“real world”
BASE: Serbia 16-54 active internet users
RELATIONSHIP
DIVERSION
LEARNING
RECOGNITION PROGRESSION
Motivation for video
sharing
0%
10%
20%
30%
40%
50%
60%
Stay In Touch With Friends
Feel Like You Belong
Keep You Company
Express And Share Emotion
Share Knowledge
Share New Experiences
Hang Out/Waste Time
Have Fun/Be Entertained
Relax/Escape
Be Creative
Make MoneyBuild Your Career
Make Contacts For Work
Change Opinions
Promote Yourself
Express Yourself
Earn Respect
Learn Something New
Keep Up To Date
Explore The World…
Seek Others Opinions

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Heavy online video users mostly value content that is:
BASE: Serbia 16-54 active internet users watching online video everyday
0%
10%
20%
30%
40%
Value content
Useful information
on “how to”
Teaches you
about the brand
Tells you something
new and unexpected
Is
entertaining
Is useful and
something that
other people
don't know Inspires
You

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…and from companies online they expect to learn something
new, being up to date, fun and always in touch
Q: 3 Interactions Most Likely To Have With Companies
BASE: Serbia 16-54 active internet users watching online video everyday
47%
27% 27%
24% 23% 22% 21% 21%
Learn
something
new
Response to
issues/
complaints
Help &
advice
Latest
news
about
products
Help
others
Entreating
content &
experiences
Express my
own opinions
Develop my
skills

11. THE LANGUAGE of CONTENT
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Summary
BASE: Serbia 16-54 active internet users
Online population value and
share video content that is
entertaining, useful, new &
unexpected
Online video viewing
migrates to smartphones
Companies & brands online
should speak to us in
educating, supportive,
entertaining way

12. Let’s make some lovable
videos & ads
Thank you