Time spent on mobile messaging increased substantially in the early days of the pandemic, but it has since plateaued. Video and OTT voice calling have been the main drivers of mobile messaging app usage and adoption, but there is less need for those features now that face-to-face interactions have returned in most places.

Entertainment is a main driver of greater digital engagement and time spent. The most dramatic changes in media consumption this year relate to subscription video-on-demand (SVOD) and digital audio. In H1 2020, 86.3% of internet users in Argentina had watched SVOD services in the month prior to polling.

We have estimated time spent in mobile web vs. apps for years, and the trend has been clear: Time spent on mobile web is gradually declining, while time spent in apps is steadily increasing. By 2019, about 87% of time spent on mobile devices (including tablets) was in apps. Smartphone users are even more focused on apps, with 90% of smartphone time spent in-app.

(In the US, TV spending peaked in 2018, a reflection of greater viewership and time spent with the medium there.) In 2020, TV ad spending in Canada cratered, falling by 16.2% YoY—the postponement of professional sports league games and the Olympics was a major factor.

The majority of premium OTT viewing is on CTV devices like Roku or smart TVs that connect directly to the internet. Conviva found that 65% of streaming OTT viewing occurred on these devices in Q3 2020, compared with 10% on mobile and 5% on tablets. Advertisers noticed and will pour more than $8 billion into CTV ad spending, up 27.1% YoY.

Adding to the measurement complexity is the growth of connected TV (CTV) via internet-connected devices like Apple TV, Google Chromecast, Roku, and smart TVs. Almost half (43.6%) of internet users in Canada reported owning a smart TV in H1 2020, according to a GlobalWebIndex survey. No. 4: The Future of OOH Advertising Remains Uncertain.

Trend No. 3: Time Spent on Facebook Will Hit a New Low. The lack of enthusiasm for Facebook Watch is one factor underlying a downward trend in time spent on Facebook. This year, the amount of time US adult Facebook users spend on the property will fall to 33 minutes (0:33) per day, from 0:34 in 2019, 0:36 in 2018 and a peak of 0:40 in 2016.

In a DSP, you can retarget or sequentially message users who have been exposed to your upfront buys across CTV and other digital channels. Or, you might decide to allow a household exposed to a specific TV campaign to be removed from an advertiser’s CTV target and moved into a mobile target to close the deal. These insights are available much more rapidly in the programmatic world compared to linear.

Netflix is also the streaming service that viewers spend the most time with. In Q2 2020, Netflix accounted for about one-third of total time spent with streaming services in the US, according to Nielsen. The five most popular streamers accounted for nearly four-fifths of total time spent with streaming. We recently forecast Disney+, Apple TV+, and ESPN+ viewers for the first time.

Rising time spent on mobile will trickle into shopping. The biggest beneficiary will be smartphones, which will make up 85.0% of mcommerce sales this year. To align with usage trends, checkout providers will double down on optimizing the mobile payments experience. PC-based ecommerce volume still exceeds mobile’s, so providers won’t eschew it entirely.

We have adjusted our forecast for US adult time spent with TV to reflect this year’s increase due to the shelter-in-place orders that were enacted in March. Time spent per day will reach 229 mins, a 9.3% rise over 2019. Most video advertisers start with a base linear TV ad plan and then extend reach by adding other video options that can include CTV, addressable, VOD and digital video.

This feature shortens the time spent waiting to use a new card, and 25.4% of respondents rated it as “extremely valuable.”. Temporary digital cards ensure continuity of service for existing customers and accelerated onboarding for new users. Just over 22% of respondents scored this capability as “extremely valuable,” making it the second-most in-demand account management feature.

We expect the increased adoption of connected TV (CTV) devices will also contribute to stagnant console usage over time, as consoles will be used less frequently as entertainment hubs for streaming video and other services that CTVs offer. With the influx in CTV usage, some consumers will likely reevaluate their need to purchase expensive consoles in the future.

While time spent watching TV is expected to continue to plummet, rival mediums like digital video will increase viewing time by 4.1% and 3.4% over the next two years.

Increased political ad spending contributed to a banner year for connected TV.

Part of the problem is that the increased time spent on mobile is largely happening on platforms that are hard to monetize, such as voice, video chat, messaging or other live communications.

In a survey in May by Leichtman Research Group (LRG), 48% of 35-to-54s reported watching digital video via connected TV daily. And digital video viewing is another area where Xers are closer to millennials than to boomers in their degree of engagement, said Bruce Leichtman, president and principal analyst at LRG.

More TV viewership means that YouTube can sell pricier connected TV (CTV) ads, which draw from linear TV ad budgets. But trying to lure TV advertisers means YouTube needs to provide the same guarantees as TV—that is, high watch time and good content quality.

While connected TV (CTV) is just a small portion of B2B digital ad spending, it is a growing format in 2020 as buyers remain at home and in front of their TVs more so than in previous years. CTV falls under our desktop estimates. Industry Breakout: A Look at the Top Five Sectors’ Digital Ad Spending.

Smart TVs top the shopping list of new digital devices and services for internet users in Austria by a large margin. Smart TV ownership in Austria was up 3 percentage points YoY, to 45.4% in H1 2020. That was more than double the penetration of TV streaming sticks and similar devices, which plateaued since H1 2019.

Invest in CTV as Traditional TV Viewership Shifts to Streaming. Connected TV (CTV) is on the rise in Latin America as viewing habits go digital. Consumers are cutting the cord in favor of digital streaming services. While the majority of digital video viewers stream on mobile devices, CTV usage is becoming more commonplace.

Among Netflix users specifically, time spent on the platform will be at about 57 minutes per user in 2020. Although time spent on Netflix is rising, its share of daily video time will start to decline this year. Netflix’s share of daily video time peaked in 2019 at 27.0% and will decline to 25.7% by 2021.