Q2 2017 Digital Video Trends: Monetization, Audience, Platforms and Content - eMarketer
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Q2 2017 Digital Video Trends: Monetization, Audience, Platforms and Content

eMarketer Report

By: eMarketer

Published: June 26, 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.

  • US digital video ad spending is on a faster growth track than previously estimated. It will grow at annual double-digit rates into the next decade, reaching $22.18 billion in 2021. At the same time, subscription-based services are proliferating, indicating that both pillars of digital video monetization—advertising and consumer spending—are healthy.
  • Time spent with video continues to increase, mainly at the expense of television. That longstanding pattern is reinforced by another established trend: The younger the viewer, the more likely he or she is to favor digital video viewing over traditional TV.
  • Recent data shows that US penetration rates of most video device platforms are up. On the content side, Netflix continues to exert clear leadership among subscription video-on-demand (SVOD) services, despite competitive threats from Amazon and Hulu.
  • As streaming platforms proliferate, content is increasingly an important differentiator. Amazon and Netflix are expected to spend a combined $10.5 billion in 2017 on original and licensed programming.

"US digital video ad spending will reach $22.18 billion by 2021, growing at an annual double-digit pace from $13.23 billion in 2017. Spending levels are significantly higher than those in eMarketer’s March 2016 forecast."

Table of Contents

Monetization

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Audience

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Platforms

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Content

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33 charts are included in the full report:

Q2 2017 Digital Video Trends: Monetization, Audience, Platforms and Content

US Digital Video Ad Spending, 2017-2021 (billions, % change and % of total digital ad spending)

Monetization

US Digital Video Ad Spending, 2017-2021 (billions, % change and % of total digital ad spending)

US Programmatic Digital Video Ad Spending, 2015-2019 (billions, % change and % of total digital video ad spending)

US Desktop Digital Ad Benchmarks: Direct vs. Programmatic Viewable Ad Impressions and Invalid Traffic (IVT), by Format, Q4 2016 (% of total impressions)

Expected Change in Video Ad Budget According to US Agency vs. Brand Ad Buyers, Nov 2016 (% of respondents)

Expected Change in Video Ad Revenues According to US Ad Publishers vs. Ad Tech Providers, Nov 2016 (% of respondents)

Expected Change in TV/Video Ad Spending According to US Agency and Marketing Professionals, by Format, April 2017 (% of respondents)

Expected Change in Cross-Platform TV/Video Spending According to US Agency vs. Marketing Professionals, April 2017 (% of total)

US Digital Video Viewers' Attitudes Toward TV/Digital Video Ads, 2015 & 2017 (% of respondents)

Likelihood that US Agency and Marketing Professionals Will Use Pre-Roll Digital Video Ads, by Format, April 2017 (% of respondents)

Subscriptions

Netflix Streaming vs. DVD Subscriptions Worldwide, US vs. Rest of World, Q1 2014-Q1 2017 (millions)

Netflix Streaming vs. DVD Revenues Worldwide, US vs. Rest of World, Q1 2014-Q1 2017 (millions)

Audience

Average Time Spent per Day with Video by US Adults, by Device, 2014-2019 (hrs:mins)

Average Time Spent per Day with Digital Video by US Adults, by Device, 2017 (hrs:mins)

Share of Average Time Spent per Day with Select Digital Media Activities by US Adults vs. US Digital Ad Spending Share, 2017

US Internet Users Who Use Digital Video Services/Devices, by Age, March 2017 (% of respondents in each group)

Primary Way in Which Video Viewers* in North America Watch Movies/TV Shows, by Generation, Dec 2016 (% of respondents)

Ways in Which US Connected TV* Users Define "Watching TV", by Generation, March 2017 (% of respondents in each group)

US Pay TV Subscribers, by Demographic, March 2017 (% of internet users in each group)

US TV Viewer Share, by Payment Model, 2013-2017 (% of respondents)

US Adult Pay TV Viewers and Nonviewers, by Type, 2015-2020 (millions and % change)

Platforms

US TV Household Penetration of Select Devices/Technologies, Q4 2015 & Q4 2016 (% of TV households)

TV Services Used by US Video-on-Demand (VOD) Households, Dec 2016 (% of total)

US Connected TV Device Penetration, Dec 2016 (% of Wi-Fi households)

US Connected TV Ownership, 2014-2017 (% of population)

Devices Used by US Digital Video Viewers to Stream Movies/TV Shows, March 2017 (% of respondents)

US Hulu Viewer Share, by Device/Location, Dec 2016 (% of total)

US Desktop vs. Mobile* YouTube Viewer Metrics, Dec 2016

Content Platforms

Subscription Video-on-Demand Services Used by US Consumers, Feb 2017 (% of respondents)

Subscription Video-on-Demand (SVOD) Services Used by Internet Users in North America, Q1 2017 (% of respondents)

Number of Subscription Video-on-Demand (SVOD) Services Used by US SVOD Viewers, 2015-2017 (% of respondents)

Content

Netflix vs. Amazon Video Content Budgets, 2013, 2015 & 2017 (billions)

Ways in Which US Internet Users Discover TV/Video Content, Oct 2016 (% of respondents)