Video


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.

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.

The digital TV audience in Australia appears to be somewhat mature, according to 2015 research. The gender and age breakdowns of the audience are stable, and penetration is not changing much.

More viewers in Japan are choosing to watch TV and video content on their smartphones. Indeed, the number of viewers who used smartphones to watch TV and subscription video-on-demand services was significantly larger than viewers who watched such content on desktop or laptop computers.

Internet users in Canada are becoming more connected, especially when it comes to video viewing, according to 2015 research.

Mexico has the largest market for over-the-top (OTT) video services in Latin America, according to 2016 estimates. But Brazil is set to outpace it in the next few years.

The US digital video advertising market is on pace to nearly double by 2019. This growth will be led by an ongoing shift toward mobile viewing, a host of digital platforms that now prioritize video and a growing assortment of content against which to advertise.

Mobile video ads can be effective and valuable for many marketers, and eMarketer estimates that video will also command a large portion of ad spending allocated to digital. Publishers and advertisers are becoming more comfortable selling and buying mobile video programmatically, per research.

Demographics including age and gender play a significant role in digital video consumption in Japan, according to 2016 data. Men and internet users in their 30s are the most likely to view video—and a lot of it.

Netflix has further expanded its reach globally, making the service available everywhere in the world except China. Original content, which has helped the company become a video streaming destination, is likely driving its streaming revenues—which far exceed its DVD revenues.

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.

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.

The TV and video viewing landscape in the UK has changed dramatically in the past 10 years. But even as digital video consumption comes to the fore, certain ingrained habits continue to influence the shape of the market, with traditional TV playing a central role in ushering in digital video services.

Digital video viewers are increasingly subscribing to streaming services like Netflix and Hulu. According to research, 80% of digital videos viewed on a TV are accessed via subscription streaming services.

Both the commercial TV and streaming audiences in Norway are virtually evenly split between male and female TV viewers.

More than three-quarters of millennials in Canada have binge watched TV in the past year, according to research.

This year, 186.9 million people in the US will watch video through an app or website like Hulu or YouTube, eMarketer forecasts. And overall, video-on-demand (VOD) usage among US cable subscribers has grown, per research.

Digital video viewing is popular in Brazil: Some seven in 10 TV viewers watch video via digital channels as well. And for the youngest among them, smartphones are the No. 1 viewing device.

This will be a benchmark year for digital video usage, particularly streaming television. According to eMarketer’s latest forecast of digital video consumption, 2016 will be the first time more than half of the US population will watch TV shows online at least once a month. In 2016, 164.5 million Americans will watch digital TV—50.8% of the US population. That's a jump from 47.8% last year.

The bulk of online video viewing time in Colombia is down to male viewers, according to 2015 data. Across all adult age groups, men spend substantially more time viewing video, in aggregate, than women.