Mobile video time in the UK is expected to grow by more than 16% as smartphones sales increase and platforms such as Snapchat and Instagram expand their user bases.
According to eMarketer's UK Digital Video and TV forecast report, adults in the UK will further spend under an hour on digital videos with almost two-thirds of this time spent on mobile.
Meanwhile, by the end of next year adults will spend almost 32 minutes watching video on a smartphone.
eMarketer’s UK senior analyst Bill Fisher said: “Consumers in the UK are watching more digital video content, and more of it on smartphones, than ever before. What they’re watching is changing slightly, though, with the influence of quality TV programming being keenly felt. We all know about the impact that subscription video-on-demand platforms like Netflix and Amazon Prime have had on consumer behavior.
"But even on platforms more associated with user-generated content (a la YouTube), there’s an increasing tilt toward longer-form viewing, often via channels on the platform with high production values. Marketers are watching this trend with interest, particularly given the ongoing saga that YouTube’s been having with brand safety.”