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.
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.
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.
Mobile video advertising brings a lot of value to marketers, primarily increasing brand awareness. It also helps with lead generation and better engagement, according to a December 2015 survey.
Millennials are the most active video viewers of any US age group, and according to research from TiVo, this demographic primarily watches TV shows.
Video is taking over mobile data in the UK, according to 2015 data. The rise of 4G may be one reason, as eMarketer estimates two in five mobile phone users in the country will watch video this year.
Advertising revenues are key to the existence of much digital video content. Still, if there are too many ads playing, users will stop watching the video altogether, according to December 2015 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.
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.
Mobile messaging takes up a lot of smartphone time in China, where the average user has significantly increased time spent with their device in the past year. Online video viewing takes a distant second for smartphone time.
The number of original scripted TV shows has grown over the years, not only on basic cable, but services like Hulu and Netflix, which have become video streaming destinations because of their original content.
Internet users in Japan who are exposed to mobile video ad campaigns have better awareness, interest and purchase intent than those who aren’t—but it helps brand metrics even more when such ads are combined with TV commercials.
The rise of digital and mobile video may have made an impact on the lives of viewers in Australia, but the time spent on digital video activities is still small compared to traditional TV.