Q4 2017 Digital Video Trends: Monetization, Audience, Platforms and Content - eMarketer
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Q4 2017 Digital Video Trends: Monetization, Audience, Platforms and Content

eMarketer Report

By: eMarketer

Published: December 13, 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. The goal of each report is to provide a summary of key recent developments.

  • US programmatic digital video ad spending is on track to surpass $13 billion in 2019, accounting for more than three-quarters of total digital video ad spending. It wasn’t long ago that programmatic buying was the exception rather than the rule in video advertising, but that changed around 2016. The vast majority of video ad volume is now transacted through automated channels.
  • The latest eMarketer forecast shows a slight acceleration in the growth rate of time spent viewing digital video, while traditional TV continues to decline. TV still accounts for a much larger share of time, but the trend lines are moving inexorably toward digital.
  • Viewing patterns are shifting toward both ends of the device spectrum: smartphones and connected TVs. Desktops and laptops have largely been superseded by smaller and larger devices.
  • Original content is a leading reason why people sign up for subscription-based video services such as Netflix, Amazon and Hulu. Still, only about 20% of viewing time on those platforms is spent watching original programming, with the rest dedicated to licensed shows and movies.

"US programmatic digital video ad spending will reach $13.43 billion in 2019, or 76.5% of total digital video ad spending. As recently as 2015, only 39.0% of video ad dollars flowed through programmatic channels."

Table of Contents

Monetization

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Audience

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Platforms

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Content

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22 charts are included in the full report:

Q4 2017 Digital Video Trends: Monetization, Audience, Platforms and Content

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

Monetization

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

US TV* and Digital Video** Ad Spending, Programmatic vs. Nonprogrammatic, 2016 & 2019 (billions)

US Mobile Programmatic Display Ad Spending, by Format, 2015-2019 (billions, % change and % of total mobile programmatic display ad spending)

Subscriptions

US Home Entertainment Rental and Sales Revenues, by Format, Q3 2016 & Q3 2017 (millions and % change)

Netflix Streaming Subscriptions and Revenues Worldwide, US vs. Rest of the World, Q3 2016 & Q3 2017 (millions)

Leading Reasons that Cord-Cutters in North America Canceled Their Pay TV Service, Q2 2017 (% of respondents)

Audience

Average Time Spent per Day with Video by US Adults, by Device, 2015-2019 (hrs:mins)

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

Level of Attention Paid to Video Content vs. Ads While Co-Viewing* Among US Video Viewers, by Platform, Oct 2017 (% of respondents)

Demographics of Leading Video Platforms

Demographic Profile of US YouTube Viewers, Spring 2017 (% of population in each group)

Extent to Which US TV Viewers Prefer TV Shows that Release All Episodes at Once vs. Once a Week, by Age, Sep 2017 (% of respondents in each group)

Platforms

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

Devices Used by US Internet Users to Stream a Show or Movie, by Demographic, Oct 2017 (% of respondents in each group)

Content Platforms

Primary Way in Which US TV Viewers Watch Their Favorite TV Show, 2014-2017 (% of respondents)

US Young Adult TV Viewers Who Share Login Information with Others, Aug 2017 (% of respondents)

Content

Leading TV/Video Genres Co-Viewed* by US Video Viewers, by Platform, Oct 2017 (% of respondents)

Types of Digital Video Content Watched by US Millennial Internet Users, Jan 2016 & Aug 2017 (% of respondents)

Extent to Which Access to Original Content Influenced Their Decision to Subscribe to Netflix According to Netflix Subscribers, Nov 2017 (% of respondents)

Importance of Original Content in US Netflix Users' Decision to Remain a Netflix Subscriber, Nov 2017 (% of respondents)

US Social Media Users Who View Select Genres of Social Video, by Platform, Sep 2017 (% of respondents)

Most Valuable Subscription Video-on-Demand (SVOD) Content According to US SVOD Subscribers, Sep 2017 (% of respondents)