Q1 2018 Digital Video Trends: Monetization, Audience, Platforms and Content - eMarketer
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Q1 2018 Digital Video Trends: Monetization, Audience, Platforms and Content

eMarketer Report

By: eMarketer

Published: March 01, 2018

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. The goal of each report is to provide a summary of key recent developments.

  • In advertising monetization, US mobile video ad spending reached parity with desktop video in the first half of 2017, according to a study led by the Interactive Advertising Bureau (IAB). On the subscription side, established platforms such as Netflix and Hulu continue to grow their revenues and subscribers, while emerging players, among them HBO Now, Sling TV and DirecTV Now, are also increasing their ranks.
  • Video viewers continue to increase year to year, though growth rates are slowing down as the category nears saturation. Some of this growth comes at the expense of traditional TV, which appears to be declining faster than previously expected.
  • Among device platforms, smartphones continue to show up in studies as the most popular second screen for multitasking with TV. And among content platforms, big players like Netflix and YouTube are consolidating their already dominant market positions.
  • “Peak TV” found a new peak in 2017, as the number of original scripted series climbed again, as it has every year since the beginning of the streaming age. Most of the growth came from the digital side, with an assist from broadcast and pay cable.

"The number of US digital video viewers are unchanged from eMarketer’s previous forecast in mid-2017, but projections now go out to 2022 as opposed to 2021. The fundamentals of the video viewing market are strong and growth will follow a logical curve through the end of the forecast period."

Table of Contents

Monetization

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Audience

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Platforms

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Content

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29 charts are included in the full report:

Q1 2018 Digital Video Trends: Monetization, Audience, Platforms and Content

US Digital Video Viewers, 2018-2022 (millions and % change)

Monetization

US Desktop vs. Mobile Video Ad Spending, H1 2016 & H1 2017 (billions and % change)

Expected Change in 2018 TV Ad Spending According to US Advertisers and Agency Decision-Makers, by Type (% of respondents)

US Internet Users' Primary Attitude Toward Personalized Video Ads, July 2017 (% of respondents)

Subscriptions

US Home Entertainment Rental and Sales Revenues, by Format, 2016 & 2017 (billions and % change)

Netflix Streaming Subscriptions and Revenues Worldwide, US vs. Rest of the World, Q4 2016 & Q4 2017 (millions)

Revenues of the Top 10* Mobile Subscription Video-on-Demand (SVOD) Apps, Q1 2016-Q4 2017 (millions)

Audience

US Digital Video Viewers and Penetration, 2016-2022

Pay TV Subscriber vs. Nonsubscriber Share Among US Internet Users, 2015-2017 (% of respondents)

US Pay TV Subscriber Growth, Q1 2015-Q3 2017 (% change)

Primary TV/Digital Video Service Used by US Internet Users, Nov 2017 (% of respondents)

Demographics of Digital Video Audience

Pay TV Subscriber vs. Nonsubscriber Share Among US Internet Users, by Age and Type, Aug 2017 (% of respondents in each group)

Frequency with Which US Internet Users Watch TV Shows/Movies via Subscription Video-on-Demand (SVOD) Services, by Age, Aug 2017 (% of respondents in each group)

US Internet Users Who Stream Video, by Age/Ethnicity, Aug 2017 (% of respondents in each group)

US Internet Users Who Primarily View TV/Digital Video Live vs. On-Demand, by Age, Nov 2017 (% of respondents in each group)

US Internet Users Who Use Netflix, by Age, Nov 2017 (% of respondents in each group)

Frequency with Which US Internet Users Visit YouTube, by Age, Jan 2018 (% of respondents in each group)

Platforms

US Adult Simultaneous Internet & TV Users, by Device, 2015-2019

Devices Used Simultaneously While Watching TV Among US Internet Users, by Generation, July 2017 (% of respondents in each group)

Content Platforms

Subscription Video-on-Demand (SVOD) Services Used by Internet Users in North America, Q3 2017 (% of respondents)

Subscription Video-on-Demand (SVOD) Services Used by US SVOD Users, July 2017 (% of respondents)

Average Monthly Time Spent on Select Digital Video Services Among US Digital Video Viewers, Oct-Dec 2017 (hrs:mins)

Social Media Platforms Used by US Internet Users to Watch Video, Dec 2017 (% of respondents)

US Facebook Users Who Use Facebook Watch* Daily vs. Weekly, Dec 2017 (% of respondents)

Content

Number of US Original Scripted TV Series, by Service Provider, 2010-2017

Share of Time Spent Viewing Select Types of TV/Video Content According to US Subscription Video-on-Demand Viewers, by Service, Dec 2017 (% of total)

Reasons that US Internet Users Watch YouTube Videos, Oct 2017 (% of respondents)