Resources
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →Topics
See All Topics →Latest Articles
Explore our Research →Commerce media's next growth problem: Winning dollars that already have a home
Article |
Oct 26, 2026
SMBs recognize AI search visibility as critical but struggle to measure impact
Article |
Oct 26, 2026
How Claire's is reinventing itself for Gen Alpha without losing its heritage
Article |
Oct 26, 2026
Creators are becoming the creative engine of off-site commerce media
Article |
Oct 26, 2026
Walmart teams up with General Medicine to expand its online healthcare marketplace
Article |
Oct 26, 2026
McDonald’s ends FIFA World Cup sponsorship as it rethinks its sports marketing strategy
Article |
Oct 26, 2026
Target and Walmart space out holiday deals to keep shoppers engaged
Article |
Oct 26, 2026
Google’s AI Overviews are more common in product searches, complicating discovery
Article |
Oct 26, 2026
Consumers’ impatience with branded chatbots undercuts sales and retention
Article |
Oct 26, 2026
Gen Z and wealthy shoppers favor AI discovery, but agentic buying remains a hurdle
Article |
Oct 26, 2026
About
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →UK Digital Video Landscape
Navigating Mass Adoption, Fragmented Viewing, and Blurring Platform Boundaries
Download
Table of Contents
Executive Summary
Digital video viewing is mass-market consumer behavior
Video is available on more platforms than ever, but boundaries are blurring
Younger viewers lead digital video, but its audience is broadening
Recommendations for marketers
EMARKETER Interviews
Sources
Media Gallery
About This Report
Digital video is a mainstream habit in the UK, but viewing is fragmented across an expanding range of services. As the lines between TV, streaming, and social video blur, marketers face a more complex battle for audience attention.
Table of Contents
Executive Summary
Digital video viewing is mass-market consumer behavior
Video is available on more platforms than ever, but boundaries are blurring
Younger viewers lead digital video, but its audience is broadening
Recommendations for marketers
EMARKETER Interviews
Sources
Media Gallery
Digital video has mass-market reach in the UK, but fragmented viewing and blurring platform boundaries complicate advertising strategies. Generational differences add another layer, demanding a more integrated approach to video planning.
Key Question: How are people consuming video content across myriad platforms and services?
Key Stat: Digital video will account for 2 hours and 3 minutes (2:03) more daily time spent than traditional TV by 2028.
%20scale(0.100000,-0.100000)%22%0A%20%20fill=%22%23000000%22%20stroke=%22none%22%3E%0A%20%20%3C/g%3E%0A%3C/svg%3E%0A)
authors
Bill Fisher
Contributors
- Paul Briggs
- Principal Analyst
- Oscar Bruce Jr.
- Director, Forecasting
- Chris Keating
- Director, Research
- Carina Lamb
- Senior Analyst
- Heather Sprung
- Director, Report Editing
- Johann Valderrama
- Data Visualization Editor
- Jherr Daven Velasco
- Data Visualization Editor
- Ali Young
- Senior Copy Editor and Manager of Content Operations
Already have a subscription?Sign In
Access All Charts and Data
Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry
Unlock Unlimited Insights with PRO+
Contact Us →
Worldwide HQ
685 Third Avenue21st FloorNew York, NY 100171-800-405-0844
Sales Inquiries
1-800-405-0844[email protected]
* Copyright © 2026
EMARKETER Inc. All Rights Reserved.