A recent study by Prophesy Digital and Hoop Research Group has found two-thirds of commuters watch digital video during their journey, with Subscription Video on Demand (SVOD) and Broadcast Video on Demand (BVOD) being the preferred platforms.

'The Digital Commute' has delved into the habits of commuters and their consumption of digital video content. According to the study, 44% of commuters watch SVOD and 25% watch BVOD. The study also found 65% of commuters watch video content, with more video consumed in the morning (50%) than the afternoon (44%).

More than half (55%) watch video that isn’t social media video, while 82% browse social media. On average, commuters use two video platforms and the average daily commute is 54 minutes, providing ample time for digital video consumption.

Overall, 94% of commuters use a device during their commute, with 88% using this time to watch, listen or read something. Digital video now accounts for 68% of time spent with video content, as per the latest Deloitte Media & Entertainment Consumer Insights report.

“App-based entertainment has enabled consumers to essentially extend their evening entertainment to their commute - the seamless transition between devices allows viewers to continue watching their favourite shows, switching between devices from home to commute and vice versa," Founder and Digital Media Strategist at Prophesy Digital, Mehrak Saheb, said.

Founding Partner – Managing Partner at Hoop Research Group, Liz Farquharson, cited a cultural shift where people now feel they have permission to watch video in more places and diverse situations, including during their commute.

"The commute to and from work is no longer perceived as ‘down time’. It demonstrates that the commute is a valuable marketing moment, where consumers are more alert and engaged than we first thought," she said.

The Prohesy Digital and Hoop Research study also suggests the commute is a time of strong mental focus and energy, making it a valuable marketing moment.

“Understanding different digital moments like the commute is critical for effective digital media planning, in this case for digital video strategies," Saheb said. "Current video planning relies on data and channel selection, but we can enhance effectiveness by also considering consumer mindset and the most receptive moments to connect. The commute offers a unique opportunity to reach audiences in an active mindset, with available time and focused attention on a single device."

The research was conducted in May 2024, via an online survey to 400 commuters aged 18-65 years.