Q3 2016 Digital Video Trends: Monetization, Audience, Platforms and Content - eMarketer
« Return to Mobile Website

Newsletters Sign-Up

Schedule a Demo

Does My Company Subscribe?

Q3 2016 Digital Video Trends: Monetization, Audience, Platforms and Content

eMarketer Report

By: eMarketer

Published: September 21, 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. Our goal is to provide a summary of key developments each quarter on a need-to-know basis.

  • As video ad monetization continues to grow across the board, marketers and agencies are increasingly focusing on social venues such as Facebook, Snapchat and Periscope—the last of which launched a video ad platform in Q2 2016.
  • Hulu discontinued its web-only, ad-supported streaming tier to focus on subscription-based monetization.
  • The current quarter saw a continuation of recent audience patterns, including growth in digital video viewership overall (particularly in viewers of premium-length content), erosion of the pay TV user base and especially strong digital video adoption among young adults.
  • Mobile continues to overtake desktop as the preferred device for digital video viewing, but home-based viewing on connected TVs is also a big draw. Subscription video-on-demand providers are licensing their apps to as many device platforms as possible, including traditional cable boxes.
  • Full-length TV shows and movies dominate digital video viewing, but the legions of content creators who emerged on YouTube are also flexing their muscles and increasingly exploring social video venues.

"In August 2016, eMarketer raised its forecast of US digital video viewers to 215.1 million for 2016, up from 213.2 million in our February 2016 forecast. The market is virtually saturated, however, with growth in the low single digits and expected to slow further."

Table of Contents

Monetization

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

Audience

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

Platforms

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

Content

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

29 charts are included in the full report:

Q3 2016 Digital Video Trends: Monetization, Audience, Platforms and Content

US Digital Video Viewers and Penetration, 2015-2020 (millions, % of internet users and % change)

Monetization

Over-the-Top (OTT) TV and Video Revenues in Canada vs. the US, 2010-2021 (billions)

Advertising

Expected Change* in Programmatic and Total Digital Video Budgets According to US Agency vs. Marketing Decision-Makers, June 2016 (% of respondents)

Expected Change* in Digital Video Advertising Budget According to US Agency and Marketing Decision-Makers, by Ad Format, June 2016 (% of respondents)

Campaign Objectives of US Digital Video Ads, Q2 2016 (% of campaigns served by Videology)

US Digital Video Ad Benchmarks: Campaign Share, by Device, Q2 2016 (% of total campaigns served by Videology)

US Digital Video Ad View Share, by Device/Channel, Q1 2016 (% of total ads served by FreeWheel)

US Marketers Who Plan to Use Social Video Ads, by Platform, May 2016 (% of respondents)

Platforms Used by US Marketers for Social Video Ads, May 2016 (% of respondents)

Likelihood that US Agency vs. Marketing Decision-Makers Will Invest* in Live Streaming Video Advertising, June 2016 (% of respondents)

Subscriptions

US Consumer Spending on Video, by Format, 2016 (billions and % change)

Netflix Streaming vs. DVD Revenues Worldwide, US vs. Rest of World, Q1 2013-Q2 2016 (millions)

Primary Factor that Would Motivate US Subscription Video-on-Demand (SVOD) Viewers to Cancel Their SVOD Service, April 2016 (% of respondents)

Audience

US Digital Video Viewers and Penetration, 2015-2020

US Digital TV Viewers, 2015-2020 (millions, % change and % of population)

US Digital Video Viewer Penetration, by Age, 2015-2020 (% of internet users in each group)

US Adults Who Have a Subscription Video-on-Demand (SVOD) Service*, 2014 & 2016 (% of respondents)

US Adults Who Use Subscription Video-on-Demand (SVOD) Services, by Age, June 2016 (% of respondents in each group)

US TV Viewers Who Subscribe to Pay TV vs. Subscription Video-on-Demand (SVOD), June 2016 (% of respondents)

US TV Viewers* Who Primarily View TV Shows via Live TV, by Age, June 2016 (% of respondents in each group)

US Households with Select Pay TV Services, Q1 2015 & Q1 2016 (millions)

US Pay TV Subscribers Who Added vs. Cut Back on Channels in Their Pay TV Subscription Package, 2015 & 2016 (% of respondents)

Platforms

US Digital Video Viewers, by Device, 2015-2020 (millions)

Mobile Share of Digital Video Views Worldwide, Sep 2013-March 2016 (% of total digital video views on Ooyala's network)

Connected TV Devices Used by US Internet Users to View Movies/TV Shows, 2015 & 2016 (% of respondents)

Share of Connected TV Devices Owned by US Households, by Brand, March 2016 (% of total)

Content Platforms

Average Daily Time Spent with Select Video-on-Demand (VOD) Services Among US Digital Video Viewers, March 2016 (hrs:mins)

Netflix Streaming vs. DVD Subscriptions Worldwide, US vs. Rest of World, Q2 2013-Q2 2016 (millions)

Content

US Digital TV* and Movie** Viewers and Penetration, 2015-2020