A new report predicts that mobile devices will overtake desktops and laptops as the primary online video viewing platform this year.
A new report from Publicis’s Zenith division, Online Video Forecasts 2018, predicts that the time spent watching videos on mobile devices will exceed the time spent on “fixed devices” this year for the first time. According to the report, consumers globally will spend 19.7 minutes a day on average watching online videos on their mobile devices, smartphones and tablets, however, they will only spend 16 minutes per day viewing a video on “fixed devices” – meaning PCs and smart TV sets.
The numbers are evidence of the growing popularity of mobile devices as a video viewing platform. In 2017, globally, consumers spent an average of 14.2 minutes viewing the video on mobile devices. The jump up to 19.7 minutes per day represents a 39 percent increase. Fixed device video viewing stayed the same between 2016 and 2017, meaning mobile video viewing isn’t cutting into fixed device viewing, it is merely encouraging, or enabling, more time spent viewing videos overall.
“The spread of mobile devices and high-speed connections means consumers will have online video content at their fingertips throughout the day,” said Jonathan Barnard, Head of Forecasting at Zenith. “This creates new opportunities for advertisers to communicate with consumers, using online video ads to combine the brand-building power of audiovisual advertising with pinpoint targeting and personalization.”
The spread is only likely to continue and represents opportunities for brands and advertisers to connect with new markets, particularly lower-income, developing countries. High-speed mobile connections are spreading fast, and smartphones capable of connecting to the Internet are becoming cheaper and more accessible. Meaning more people in more places have access to mobile video than ever before.
Zenith predicts that mobile video consumption will continue to proliferate in 2017, rising 33 percent and then another 27 percent 2018, to reach a global average of 33.4 minutes per day. Also, by 2018, mobile devices are expected to account for 64 percent of all online video consumption.
The growth in mobile video isn’t expected to come at the expense of fixed video consumption. Zenith forecasts that fixed video consumption will rise by 13 percent in 2017 and then 3 percent in 2018 to reach a global daily average of 18.7 minutes per day. The growth is expected to be driven by smart TVs as the technology spreads and becomes more widely adopted.
The report notes a disparity in the ad spend and the new viewing reality, with more ad dollars going to videos for fixed devices as opposed to mobile video advertising. The company predicts that 68 percent of all online video advertising this year will be on set devices. This represents a significant shift from the 75 percent in 2016 but still doesn’t correlate to the changes in consumer viewing preference.
Increasingly brands are viewing traditional television and online advertising as extensions of each other and not competitors. Mostly, it isn’t spent on TV vs. spend on digital, it is what to pay and do on TV and what to spend and do on digital and how will these efforts work together. The Zenith report confirms that this is the best approach. Brands and advertiser need to develop a cohesive story and use a mix of television and online media to tell it.
Viewing is up across devices and platforms and with advertisers expected to spend as much as $30.1 billion on online video advertising by 2018, online is an increasingly important space for brands and advertisers to tell their story.