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Published: August 15, 2017
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Facebook, Snapchat and Twitter are embarking on a massive land grab for video content, hoping to drive increased usage and capture a greater portion of digital video ad revenues with familiar ad formats such as pre-roll and mid-roll.
"This year, US marketers will spend over $13 billion on digital video advertising that appears outside of social platforms. Companies such as Facebook, Snapchat and Twitter want a piece of that pie."
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US Digital Video Ad Spending, 2017-2021 (billions, % change and % of total digital ad spending)
US Social Media Users Who Watch Video on Select Social Media Platforms, by Age, Nov 2016 (% of respondents in each group)
Digital Video Platforms Used* by Monthly Digital Video Viewers in North America, by Generation, Feb 2017 (% of respondents in each group)
Mobile Video Viewing Is Soaring
Smartphone Activities that US Teen Smartphone Users Spend at Least 3+ Hours on Daily, Aug 2016 (% of respondents)
Share of Average Time Spent per Day with Major Media by US Adults, 2014-2019 (% of total)
Mobile Video No Longer Needs to be ‘Snackable’
Primary Device Used by US Millennial Internet Users to Watch TV Content, April 2017 (% of respondents)
Devices Used by UK Child/Teen Internet Users to Watch TV/Movies, 2015-2017 (% of respondents)
Most Important Partners When Planning a Digital Video Campaign According to US Agency and Marketing Professionals, 2016 & 2017 (% of respondents)
In-Feed Video Ads Aren’t Perfect
Preferred Types of Digital Video Ads According to Internet Users in Canada, by Age, Oct 2016 (% of respondents in each group)
Advertisers Are Comfortable with Pre-Roll and Mid-Roll
Likelihood that US Agency and Marketing Professionals Will Use Pre-Roll Digital Video Ads, by Format, April 2017 (% of respondents)
Primary Action Taken by US Millennial Internet Users in Response to YouTube Ads, Dec 2016 (% of respondents)
Frequency with Which US Facebook Users View Videos on Facebook, Nov 2016 & May 2017 (% of respondents)
Frequency with Which US Snapchat Users Conduct Select Activities on Snapchat, March 2017 (% of respondents)
What Marketers Should Know
Frequency with Which US Snapchat Users Engage with Snapchat Ads, by Format, March 2017 (% of respondents)
Frequency with Which US Snapchat Users Swipe Up to Watch Longer Video Ads on Snapchat, by Age, Feb 2017 (% of respondents)
Frequency with Which US Twitter Users View Videos on Twitter, Nov 2016 & May 2017 (% of respondents)
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