Q3 2017 Digital Video Trends: Monetization, Audience, Platforms and Content - eMarketer
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Q3 2017 Digital Video Trends: Monetization, Audience, Platforms and Content

eMarketer Report

By: eMarketer

Published: September 21, 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.

  • At a time when some observers expected advertisers to put the brakes on YouTube spending, the video platform is doing better than ever. eMarketer raised its forecast for YouTube’s ad revenues based on the company’s financial performance in the first half of this year.
  • Growth in the number of US video viewers has slowed because the audience has gotten so large, but viewer numbers continue to increase, as does the share of video viewers relative to internet users and the general population.
  • eMarketer’s updated forecast of connected TV viewership shows that smart TVs—those with built-in connectivity—are leading the category. Some third-party devices are also doing well and poised for sustained growth, including Roku, Amazon Fire TV and Google Chromecast.
  • Established players such as Netflix and Amazon are spending lavishly on original and exclusive content for their subscription video-on-demand (SVOD) platforms. Apple is now joining the fray, having earmarked $1 billion for original content development over the next year.

"YouTube’s net US video ad revenues will reach $3.57 billion in 2019, up significantly from $2.87 billion in 2017. These estimates are an increase from eMarketer’s previous forecast, indicating the robustness of the video advertising market."

Table of Contents

Monetization

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Audience

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Platforms

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Content

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21 charts are included in the full report:

Q3 2017 Digital Video Trends: Monetization, Audience, Platforms and Content

YouTube Net US Video Ad Revenues, 2016-2019 (billions)

Monetization

YouTube Net US Video Ad Revenues, 2016-2019 (billions)

US TV and Digital Ad Spending, by Format, 2013-2019 (billions and % change)

Subscriptions

US Subscription Over-the-Top (OTT) Video Service Users and Penetration, 2016-2021 (millions, % of internet users and % of OTT video service users)

US Home Entertainment Rental and Sales Revenues, by Format, H1 2016 & H1 2017 (millions and % change)

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

Netflix Streaming vs. DVD Revenues Worldwide, US vs. Rest of the World, Q2 2014-Q2 2017 (millions)

Netflix Streaming vs. DVD Subscriptions Worldwide, US vs. Rest of the World, Q2 2014-Q2 2017 (millions)

Audience

US Digital Video Viewers and Penetration, 2017-2021

US Over-the-Top (OTT) Video Service Users, 2016-2021

US Adult Pay TV and Non-Pay TV Viewers, by Type, 2016-2021 (millions and % change)

Ways in Which US Millennial vs. Nonmillennial Internet Users Watch TV/Video, May 2017 (% of respondents in each group)

US Internet Users Who Would Choose Pay TV vs. Subscription Video-on-Demand (SVOD) Services if Forced to Choose, by Age, July 2017 (% of respondents)

Platforms

US Connected TV Users and Penetration, 2016-2021 (millions, % of population and % of internet users)

US Connected TV Users, by Device, 2016-2021

US Smart TV Users and Penetration, 2016-2021 (millions, % of population and % of internet users)

Devices Used to Watch Streaming Digital Video Services Among US Millennial vs. Nonmillennial Internet Users, May 2017 (% of respondents in each group)

Connected TV Devices Used to Watch Streaming Digital Video Among US Millennial vs. Nonmillennial Internet Users, May 2017 (% of respondents in each group)

Content Platforms

US Over-the-Top (OTT) Video Service Users, by Service Provider, 2016-2021

Content

Platforms Used by US Live Streaming Video Viewers to Watch Live Streaming Video, June 2017 (% of respondents)

Types of Live Streaming Content Viewed by US Internet Users, June 2017 (% of respondents)