Q1 2016 Digital Video Trends: Monetization, Audience, Platforms and Content - eMarketer
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Q1 2016 Digital Video Trends: Monetization, Audience, Platforms and Content

eMarketer Report

By: eMarketer

Published: March 17, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

This is the latest installment in an ongoing series of quarterly video ecosystem overviews focusing on monetization, audience, platforms and content. With this report, this series is now titled “Digital Video Trends”; it was previously branded “State of Video.” Despite the new name, the mission hasn’t changed: Our goal is to provide a summary of key developments each quarter on a need-to-know basis.

  • The two core areas of digital video monetization—advertising and subscriptions—remain on aggressive growth trajectories. Revenue in the US is up across the board and forecasts call for continued increases.
  • Although digital video adoption is approaching saturation in the US, viewer numbers are expected to continue growing through at least the end of eMarketer’s forecast period in 2020. More and more of these viewers are consuming full-length content on all screens, but mostly on connected TVs.
  • Mobile is driving growth in digital video viewing. Mobile-only viewing is trending upward, desktop-only viewing is trending downward, and those who view on both platforms—who represent the largest single bloc—are growing. Netflix and other streaming services continue to gain viewership.
  • YouTube has begun rolling out the original series it teased when it unveiled its YouTube Red subscription service in autumn 2015. At the same time, it is believed to be negotiating with TV networks and film studios to license existing TV and film titles for the service.

"Digital video viewing is widespread in the US and still growing. By 2020, there will be 232.1 million of these viewers, representing 83.1% of the country’s internet users and nearly two-thirds of its residents."

Table of Contents

Monetization

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Audience

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Platforms

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Content

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25 charts are included in the full report:

Q1 2016 Digital Video Trends: Monetization, Audience, Platforms and Content

US Digital Video Viewers and Penetration, 2016-2020 (millions and % of internet users)

Monetization

US Digital Ad Spending, by Device and Format, 2014-2020 (billions)

US Digital Ad Spending Growth, by Device and Format, 2015-2020 (% change)

Allocation of 2015 vs. 2016 Digital Ad Spending According to US Ad Buyers, by Format (% of respondents)

Digital Video Ad Spending Share According to US Senior Ad Buyers, by Platform, 2015-2017 (% of total)

Subscriptions

US Home Entertainment Rental and Sales Revenues, by Format, 2015 (millions)

US Home Entertainment Rental and Sales Revenues, H1 2012-H1 2015 (millions and % change)

US Senior Ad Buyers Who Are Interested in Advertising on Netflix, Dec 2015 (% of respondents)

Audience

US Digital Video Viewers and Penetration, 2014-2020

US Digital Video Viewers and Penetration, TV vs. Movie, 2014-2020

US Adults Who Stream Over-the-Top (OTT) TV/Video Content, by Age, Dec 2015 (% of respondents in each group)

Cord-Cutters, Cord-Nevers

Pay TV Subscriber vs. Nonsubscriber Share Among US Internet Users, by Type, Sep 2015 (% of respondents)

Pay TV Subscriber vs. Nonsubscriber Share Among US Adults, July 2015 (% of respondents)

Pay TV Subscriber vs. Nonsubscriber Share Among US Young Adults*, July 2015 (% of respondents)

US Pay TV Subscriber vs. Nonsubscriber Share, Oct 2015 (% of respondents)

Platforms

US Digital Video Viewers, by Device, 2014-2020 (millions, % change and % of total digital video viewers)

Content Platforms

Paid Netflix Streaming vs. DVD Subscriptions Worldwide, US vs. Rest of World, Q2 2013-Q4 2015 (millions)

Netflix Streaming vs. DVD Revenues Worldwide, US vs. Rest of World, Q1 2013-Q4 2015 (millions)

Netflix Usage Among US Internet Users, Jan 2016 (% of respondents)

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

US Subscribers to Select Digital Video Streaming Services and Premium Cable Networks, Jan 2016 (millions)

Video-on-Demand (VOD) Usage Among US Cable Subscribers, 2010 & 2015 (% of respondents)

Content

Number of US Original Scripted TV Series, by Channel, 2009-2015

Number of Movie vs. TV* Titles Available on Select US Over-the-Top (OTT) Services, as of Nov 30, 2015

Extent to Which Having Access to Original Content Convinced US Internet Users to Subscribe to Netflix, Nov 2015 (% of respondents)