The media and entertainment industries have traditionally made up a small fraction of the US digital ad market, and we expect their shares to remain flat or diminish through 2021. This partly has to do with traditional media conglomerates tightening their belts; their own ad revenues will continue to decline as ad dollars shift away from print and TV and toward the digital duopolies.
US adults who play video games at least once a week spend more time watching gaming video content on properties like Twitch or YouTube than they spend watching esports tournaments, according to Limelight Networks’ February 2019 research.
Media and entertainment companies are increasing their digital ad spend at a greater rate than other verticals as revenues surge in the music and film industries and digital video and gaming platforms try to outcompete one another.
After years of steady increases, time spent on social media by US social network users fell last year. Those figures will flatten as the intensity of Facebook usage starts to moderate and activities such as digital video and video games draw more time and attention.