Global online video consumption and advertising to increase by a fifth in 2017

The source room from the Matrix / Warner Bros

Zenith’s Online Video Forecasts 2017 report has claimed that online video viewing across the globe is set to increase by a fifth in 2017, showing that the medium’s recent bout of growth was not an anomaly and is a long-term channel for advertisers to embrace.

The extensive report claims that people will spend an average of 47.4 minutes a day viewing online videos this year, up considerably from 39.6 minutes in 2016, driven by platforms like Hulu, Netflix, YouTube, and Facebook.

Notably, smartphone viewing will increase by 35% to 28.8 minutes per day in 2017, swelling by 25% in 2018 and 29% in 2019. Meanwhile fixed-device viewing on PCs, laptops and smart TVs increase by 2% to 20.3 minutes. This is reputed to be the peak of fixed device viewing as mobile looks set to dominate viewing habits.

Notably the proliferation of new video content creates opportunities for advertisers with a love affair for video, as a result online video advertising to grow 23% to $27.2bn. Annual growth peaked at 37% in 2014, furthermore, by 2019 online video will account for 31% of total expenditure on digital display advertising, up from 28% in 2017, and 21% in 2012.

Jonathan Barnard, head of forecasting and director of global intelligence at Zenith, said: “Online video is one of the fastest-growing channels of advertising, triggering heavy demand from brands for high-quality content. Video platforms that can capture the attention of the most consumers with the best content will reap the highest rewards.”

Vittorio Bonori, Zenith’s global brand president, added: “Online video gives brands the opportunity to use powerful digital technologies to engage with consumers as individuals, not demographics, in the sort of high-engagement environment that makes television advertising so effective for brand-building.

“Television and online video and television work well together as complements, the former offering reach and shared experiences, and the latter offering targeting and personalisation.”

The research echoes eMarketer data claiming UK adults will spend an average of 53 minutes a day watching clips online in 2017.

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John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

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