UK consumers are increasingly consuming quality, long-form digital video content, often on TV sets. Marketers’ heads are being turned, and they’re seeking placements in similar environments.

Digital video spending is growing on both ad-supported and subscription-based platforms, while TV ad spending will decrease for the first time since the Great Recession. Time spent on each of those mediums is following similar patterns.

US subscription-based video providers are growing their user bases and revenues as audiences move from traditional pay TV toward digital services they consider more affordable and flexible.