Video


Major news outlets have announced big initiatives around video, but do consumers want to watch the news, or read it? Research suggests traditional articles are still the most desirable source of news.

In the latest episode of “Behind the Numbers," we dig into ad blocking—how many people in the US are using ad blocking software, how much the activity is likely to grow and what it means for publishers and advertisers. Plus: a look at social video.

With the global spectacle of the 2016 Rio Olympic Games looming on many media plans this summer, there’s increasing interest from advertisers in understanding how consumers will be watching. This is particularly true in China, where traditional linear television broadcasts compete for viewers’ attention.

Consumer spending on streaming services will surpass spending on DVD purchases this year, according to one research firm. DVD sales and rentals are in decline, but still represent a larger slice of the video market than digital downloads.

Over 14 million internet users in France visited sites offering pirated video during a typical month in 2015. Peer-to-peer sites increasingly share this trade in illegal content with direct download sites and streaming services.

Research into Malaysia’s online video consumption habits suggests consumers’ time spent watching the format may have hit a plateau, with the country’s users expected to spend slightly less time watching per day in 2017 compared to 2016. A key gap in access to devices like laptops and tablets between Malaysia’s urban and rural areas may help explain the decline.

Subscription streaming giant Netflix is in the midst of a concerted global expansion effort, with the company launching its service in more than 130 new markets in 2016. But even as Netflix expands, it faces consumer challenges in markets such as Indonesia, where unreliable internet access and high rates of piracy may hold back adoption.

DVDs are falling out of fashion in the UK. Digital video downloads have played a part in their waning popularity, but streaming is becoming all-conquering, and by 2021 will account for over half of the UK home video market.

Extreme Reach is an enterprise software company that helps clients leverage video assets across linear TV and digital video. eMarketer spoke with Melinda McLaughlin, CMO of Extreme Reach, about how the company helps clients make sense of and use technology to ensure their ads reach consumers in the most targeted and efficient way.

Facebook began pushing in-stream video about two years ago, which has led to consumers wanting more viewable and shareable content. Matthew Corbin, head of global partner activation and brand at Facebook, spoke with eMarketer about how brands have capitalized on this, as Facebook optimizes its live-streaming capabilities.

More than half (57%) of mobile video ads in Canada were viewed to completion in Q1 2016, vs. 47% in the same period of 2015. That came even with notably more mobile ads being served this year.

Over 81% of streaming video viewers in Spain say they turn to their desktop and laptop computers to watch, while just 28% stream videos on their smartphones. Younger viewers are more likely to turn to streaming to watch a variety of content.

Doug Pearce, CEO of Omnicom Media Group (OMG) Greater China, spoke to eMarketer about digital innovations in China and how the country could one day become a global digital technology leader.

In just five years, one firm projects, revenues from video-on-demand (VOD) subscriptions in Asia-Pacific will more than triple, to $13 billion. Other research suggests the largest share of the region’s viewers are in Japan—and will continue to be.

Internet users in the Middle East and North Africa have a strong appetite for digital video. According to research from Ipsos Connect, at least half of respondents in each country included in the survey said they watched movies digitally.

A traditional TV set is the most common device to watch video in Germany, and most people are using it to watch traditional TV content. Digital has made big inroads, however—especially smartphones.

US internet users say they learn more about politics from TV than anywhere else, and that TV ads are most likely to influence their voting behavior. But digital video is a growing source of political info</a> as well, and research suggests desktop-based video ads are the leading digital format for political campaigns from the local to the national level.

Mobile internet users spent 3.9% of their time watching videos on iQiyi, and 3.5% on Tencent video—far more time than they spent on any other video platform in 2015. Both apps are also growing their user bases rapidly.

On one major video ad platform, 60% of all campaigns in Q1 2016 were served across PCs, mobile devices and connected TVs. Only a handful, by contrast, were device-specific.

General Electric (GE) produces everything from jet engines to subsea manifolds. To bring attention to the brand’s broad scope of products, GE uses digital video to connect with audiences that yearn for science and technology content. eMarketer spoke with Jenna Pelkey, GE’s director of global media and marketing strategy, about the company’s use of digital video and podcasts to reel in audiences that may not connect GE to big science.