Q1 2017 Digital Video Trends: Monetization, Audience, Platforms and Content - eMarketer
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Q1 2017 Digital Video Trends: Monetization, Audience, Platforms and Content

eMarketer Report

By: eMarketer

Published: March 09, 2017

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. Our goal is to provide a summary of key developments each quarter on a need-to-know basis.

  • Digital video remains a bright spot in the US ad spending economy. Video is expected to be the only growth category among display formats this year, and its projected growth exceeds that of search. Furthermore, a rising percentage of US video ad dollars are being transacted programmatically.
  • The number of US digital video viewers will increase through at least 2021, with growth rates slowing as the sector approaches saturation. At the same time, pay TV subscriptions are continuing a long downward trend.
  • Social and messaging platforms are vying for video ad dollars. Facebook and Snapchat are pushing hard into areas such as live video, premium programming and connected TV. Meanwhile, full-episode players are building on their strengths, venturing into new areas such as live TV.
  • The number of scripted TV series rose in 2016, extending a stretch that has seen the total more than double over seven years. However, last year was the first time all of the increases came from streaming video services as opposed to traditional channels.

"US digital video viewers are a mature, nearly saturated category: More than four in five internet users will watch digital video this year. The number of viewers will continue to grow—albeit more slowly—through at least 2021."

Table of Contents

Monetization

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Audience

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Platforms

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Content

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20 charts are included in the full report:

Q1 2017 Digital Video Trends: Monetization, Audience, Platforms and Content

US Digital Video Viewers and Penetration, 2017-2021 (millions and % of internet users)

Monetization

US Digital and Total Ad Spending Growth, by Format, 2012-2018 (% change)

US Digital and Total Ad Spending, by Format, 2012-2018 (billions)

Primary Platform for New Video Brand Campaigns According to US Senior Ad Buyers, 2016 & 2017 (% of respondents)

US TV* and Digital Video** Ad Spending, Programmatic vs. Nonprogrammatic, 2016 & 2018 (billions)

Subscriptions

Netflix Streaming vs. DVD Revenues Worldwide, US vs. Rest of World, Q1 2014-Q4 2016 (millions)

Factors that Influenced Cord-Cutters in North America to Cancel Their Pay TV Service, Q3 2016 (% of respondents)

Number of Subscription Video-on-Demand Services to Which US Digital Video Viewers Subscribe, Oct 2016 (% of respondents)

Audience

US Digital Video Viewers and Penetration, 2015-2021

US Adult Digital Video Viewers* vs. Adult Pay TV Viewers**, 2015-2020 (millions)

US Households with Select Pay TV Services, Q3 2015 & Q3 2016 (millions)

Scenarios in Which US Cord-Cutters* vs. Cord-Nevers Would Subscribe to Pay TV, Sep 2016 (% of respondents)

Netflix Streaming vs. DVD Subscriptions Worldwide, US vs. Rest of World, Q1 2014-Q4 2016 (millions)

Subscription Video-on-Demand Services Used by Internet Users in North America, Q3 2016 (% of respondents)

US Internet Users Who Subscribe to Netflix, by Age, Nov 2016 (% of respondents in each group)

US Internet Users Who Watch Video via Smartphone/Tablet, by Age, Sep 2016 (% of respondents in each group)

US Internet Users Who Access TV Content Digitally, by Age, Sep 2016 (% of respondents in each group)

Platforms

Connected TV Devices Used by US Digital Video Viewers, Oct 2016 (% of respondents)

Content

Number of US Original Scripted TV Series, by Service Provider, 2009-2016

US Subscription Video-on-Demand (SVOD) Subscribers' Attitudes Toward Select SVOD Services, Q3 2016 (% of respondents)