Video


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.

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.

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.

Overall, just 12% of internet users in Japan say they use paid over-the-top (OTT) video services, according to March 2016 research. Though that figure seems low, it’s just 10% less than the respondents who said they use cable TV, and only 5% less than those who use paid satellite TV.

Netflix continues to grow its user base in the US, with 126.9 million people expected to use it this year, according to eMarketer’s latest forecast on OTT video usage. That equates to 67.9% of OTT video users. Among the OTT service providers eMarketer tracks, only YouTube has more users than Netflix—176.1 million, which equates to 94.3% of OTT users.

Nearly a quarter of US smartphone users said they viewed TV shows or movies on their devices daily. But more than a third said they never did, according to research.

The two core areas of digital video monetization, advertising and subscriptions, remain on aggressive growth trajectories. Revenue in the US is up across the board and forecasts call for continued increases.

Almost all internet users in South Korea watch digital video, and research indicates mobile is a major driver of their behavior. A majority of viewers watch only or mostly on mobile devices.

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.

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.

Subscription video-on-demand is the fastest-growing segment of in-home video entertainment. But physical formats—such as DVDs—still account for two-thirds of home video sales.

The top digital video platforms in Sweden are a mix of subscription-based and free services, offering a wide range of different types of programming. March 2016 research shows that YouTube is the clear leader, with more than one-third of internet users in the country on the platform every day.

Americans are spending more time watching digital video on their computers and smartphones, while spending less watching traditional TV. However, according to eMarketer’s latest forecast on time spent with media, traditional TV still captures the lion’s share of Americans’ video-based attention every day, as well as most video ad dollars.

While more than half of US likely voters who use digital video to learn about political candidates are millennials, some older generations are also turning to the channel to better understand political candidates and issues, according to January 2016 research.

Over the past year, digital video viewers in the UK have increasingly turned to YouTube for consuming content via mobile, and they are spending significantly more time perusing videos. eMarketer spoke with Debbie Weinstein, director of brand solutions and innovations for EMEA at Google, about how YouTube works with UK brands to capitalize on these viewing trends.

A growing number of smartphone video viewers in Japan prefer to watch mobile video content in portrait mode or a combination of landscape and portrait modes. The popularity of vertically-oriented messaging apps like Line may be contributing to the switch.