Online Video Viewing to Grow 23% in 2015, 20% in 2016: Report
Average online video viewing time is rocketing up, and mobile is the reason. That comes from a report by ZenithOptimedia that finds global daily viewing times will increase by 23.3 percent in 2015 and another 19.8 percent in 2016. Those increases are coming chiefly from mobile devices: mobile video viewing will grow by 43.9 percent in 2015 and 34.8 percent in 2016. Compare that the non-mobile devices (desktops, set-top boxes, and gaming consoles), which will see increases of 9.5 percent in 2015 and 6.5 percent in 2016.
By 2016, mobile devices will be the main platform for online video viewing, the report says, and will account for 52.7 percent of viewing time globally. That will rise to 58.1 percent in 2017.
This increased mobile viewing time has to come from somewhere, and ZenithOptimedia says it will come from linear TV. It predicts that the number of people watching linear TV will peak this year (growing by 3.1 percent), then show the first decline ever in 2016 (shrinking by 1.9 percent). It notes that viewing time for linear TV has been in slow decline for several years now. Some countries—the U.S., U.K., France, and Russia—are already showing a decline in the number of linear TV viewers.
The report also looks at online video ad spending, and predicts that it will count for one-eighth of all internet ad spending by 2017.
The full report, Online Video Forecasts 2015, sells for £345.00.
Over half frequently or occasionally watch mobile video while watching a television at the same time, says the IAB.
Before long, more online video starts will take place on mobile devices than on desktop, yet desktop viewers watch for far longer.
Sharper screens, multicast, and phablets set the stage for the year ahead. As consumers watch more on mobile devices, how many subscriptions will they pay for?