Report Collection | Sep 19, 2019

Digital Video 2019

US

by  Ross Benes

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About This Report
Ad dollars and viewers are pouring into digital video platforms as the TV industry continues to lose subscribers.
Table of Contents

Executive Summary

The TV and digital video industries are becoming more convoluted. Pay TV providers are focusing on more-profitable internet services, many companies are promoting live TV packages that are delivered online, video streaming services are proliferating, and advertisers are funneling money to mobile video.

How quickly are people dropping their cable and satellite subscriptions?

Between 2019 and 2023, we estimate, the number of US pay TV households will decline from 86.5 million to 72.7 million.

Are cord-cutters catching up to pay TV subscribers?

Yes, but they will still be outnumbered by pay TV subscribers in the next few years. By 2023, 56.1 million US households will be cord-cutters or cord-nevers.

Are linear over-the-top (OTT) services growing fast enough to replace the number of dropped pay TV services?

Not exactly. In 2019, an estimated 9.1 million US households will subscribe to a linear OTT package.

Is connected TV viewership increasing?

Connected TV viewership is increasing faster than we previously expected, so we adjusted our 2019 US connected TV forecast from 190.0 million monthly viewers to 195.1 million.

What are the most popular video platforms?

YouTube is watched by 84.2% of US digital video viewers. Netflix will be watched by 67.6% of US digital video viewers, and Hulu will garner 32.2%.

What companies are increasing their investments in video streaming?

NBCUniversal, AT&T, Apple, Disney and Quibi are all releasing new streaming services. The merger of Viacom and CBS could also affect the streaming landscape.

WHAT’S IN THIS REPORT? This report covers key events in the digital video industry in the US, based on our forecasts, third-party data, trends and business activity.

KEY STAT: The number of digital video viewers in the US will top 235 million in 2019, which represents 71.2% of the country’s population.

Here’s what’s in the full report

3files

Exportable files for easy reading, analysis and sharing.

20charts

Reliable data in simple displays for presentations and quick decision making.

28expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. TV Industry Disruption
  3. Digital Video Growth
  1. Key Takeaways
  2. eMarketer Interviews
  3. Read Next
  1. Sources
  2. Media Gallery

Charts in This Report

Interviewed for This Report

Brian Ames
Activision Blizzard Media
President
Interviewed August 14, 2019
Dave Antonelli
Sling TV
Director, Media Group
Interviewed July 26, 2019
Ron Blevins
Marketing Architects
Vice President, Media
Interviewed August 8, 2019
Bill Condon
Xumo
Senior Vice President, Advertising Partnerships
Interviewed July 25, 2019
Randy Cooke
Vice President, Enterprise Solutions
SpotX
Interviewed March 15, 2019
Jim D’Antoni
Dish Media
Director, Ad Sales
Interviewed April 24, 2019
Asaf Davidov
Hulu
Director, Ad Sales Research
Interviewed July 22, 2019
Katie Evans
Telaria
Chief Operating Officer
Interviewed July 22, 2019
Mike Fisher
MediaMath
Vice President, Advanced TV, Video
Interviewed July 18, 2019
Tom Fochetta
Samsung Ads
Vice President, Advertising Sales
Interviewed August 5, 2019
David Gandler
fuboTV
CEO and Co-Founder
Interviewed August 1, 2019
Cheryl Huckabay
The Richards Group
Media Group Head
Interviewed April 9, 2019
Megan Jordan
Google
Managing Director, Global Partner & Content Solutions
Interviewed August 14, 2019
Sam Kang
Dollar Shave Club
Vice President, Media and Acquisition
Interviewed July 16, 2019
Allen Klosowski
SpotX
Senior Vice President, Advanced Solutions Group
Interviewed July 10, 2019
Sarah Kramer
Spark Foundry
Chief Client and Operating Officer
Interviewed April 8, 2019
Jesse Math
ForwardPMX
Paid Social and OTT Lead
Interviewed July 18, 2019
Dave Morgan
Simulmedia
CEO
Interviewed July 24, 2019
Jon Morgenstern
VaynerMedia
Senior Vice President, Head of Investment
Interviewed April 2, 2019
Chad Mumm
Vox Media Studios
Senior Vice President, Head of Entertainment
Interviewed July 22, 2019
Marcus Pratt
Mediasmith
Vice President, Insights and Tech
Interviewed July 18, 2019
Mike Reidy
NBCUniversal
Senior Vice President, Digital Ad Sales
Interviewed July 22, 2019
Scott Rosenberg
Roku
Senior Vice President, General Manager, Platform Business
Interviewed July 22, 2019
Brad Stockton
Dentsu Aegis Network
Vice President, Video Innovation
Interviewed July 24, 2019
Andre Swanston
Tru Optik
CEO and Co-Founder
Interviewed July 25, 2019
John Thornton
Cars.com
Vice President, Growth Marketing
Interviewed July 23, 2019
April Weeks
Centro
Executive Vice President, Media Services and Operations
Interviewed April 8, 2019
Michael Zacharski
EMX Digital
CEO
Interviewed September 11, 2019

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authors

Ross Benes

Contributors

Eric Haggstrom
Forecasting Analyst
Chuck Rawlings
Researcher
Paul Verna
VP, Multimedia