What Digital Video Services Are Viewers Accessing? - eMarketer
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What Digital Video Services Are Viewers Accessing?

Over-the-top video services are nearing saturation

March 7, 2016 | Advertising & Marketing | Video

Digital video viewers are increasingly subscribing to streaming services like Netflix and Hulu. According to research, 80% of digital videos viewed on a TV are accessed via subscription streaming services.

Digital Video View Share Among US Digital Video Viewers, by Device and Service Type, March-Nov 2015 (% of total)

The RealityMine survey also found that 10% of digital videos viewed on a TV are accessed through video-sharing sites, such as YouTube and Vine, and just 3% are accessed via digital download or rental services like iTunes or Google Play.

Additionally, more than half of digital video views on a mobile device are accessed via streaming services. Some 22% are accessed through video-sharing sites and 3% of digital videos viewed are through digital downloads or rental services.

While subscription streaming services are also accessed via desktop and laptops, they account for a much smaller share of the total. For example, less than half of digital videos viewed on a desktop or laptop are accessed through a streaming service, and more than one-third of digital videos viewed are accessed through video-sharing sites.

US Over-the-Top (OTT) Video Service Users, 2014-2019

Overall, over-the-top video services are nearing saturation. This year, 181.0 million people in the US will watch video via an app or website that provides streaming content over the internet and bypasses traditional distribution, according to eMarketer’s first-ever forecast of over-the-top (OTT) video viewership.

The forecast includes viewers of services like Hulu, Netflix and YouTube, and estimates that at this point, the population is already growing slowly. Nearly nine in 10 digital video viewers in the US already watch video content this way.

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