Of course, advertisers are quickly following consumers’ eyeballs, and most expect to spend more on digital video this year than in years past, according to this week’s roundup of 15 stats.
Read on for what else we uncovered.
1. According to Adobe Digital Index’s “Q3 Digital Video Benchmark Report,” tablet share of video starts declined 7% year over year, while smartphone share is up 33%. The smartphone has essentially replaced the tablet as the mobile video-viewing device of choice, its rise aided by adoption of larger-screen smartphones.
2. Just 10% of digital video budgets in 2015 was funded through divestitures from TV.
3. Mobile video is proving to be a key area for increased investment, with 2015 budgets up 18% year over year.
4. By the end of 2015, 32% of all digital video ad spend will be bought programmatically, making up nearly $2.91 billion in ad spend. That number is projected to grow to 38% in 2016, totaling $5.37 billion—nearly 86% growth in dollars directed toward programmatic digital video advertising—all in the span of one year.
5. YouTube has over a billion users—almost one-third of all people on the Internet. Every day people watch hundreds of millions of hours on YouTube and generate billions of views. YouTube, overall, and even YouTube on mobile alone, reaches more people ages 18 to 49 than any cable network in the U.S.
6. The number of channels in 2015 earning six figures per year on YouTube is up 50% year over year.
7. Online video viewing accounts for 50% of all mobile traffic.
8. Sixty-five percent of video viewers watch more than three-quarters of a video.
9. More than 45% of Internet users view at least one video online over the course of a month. The average user is exposed to an average of 32.2 videos in a month. One hundred million Internet users watch online video every day.
10. Ninety percent of online shoppers said they find retailer videos helpful in making shopping and buying decisions. Retailers that provide online video to show off their products report that products with videos sell a lot more than products with no videos.
11. In the past year, the share of impressions from video ad formats has increased over 5X, from 2.5% of all impressions in Q1 2014 to just over 12.8% of impressions in Q1 2015. Meanwhile, revenue from video has grown to become over 55% of revenue delivered to publishers.
12. Programmatic has reached a point of ubiquity for buyers and sellers. Ninety-one percent of buyers and 88% of publishers are benefiting from programmatic video.
13. Over 30% of brands’ digital video budgets in 2015 were dedicated to branded video, a number expected to rise in 2016.
14. Online video ad revenue will reach nearly $5 billion in 2016, up from $2.8 billion in 2013, while TV ad revenue will decline by nearly 3% per year during the same time period.
15. Video ads have an average click-through rate of 1.84%, the highest click-through rate of all digital ad formats.
See what the Twitterverse is saying about online video: