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BizReport : Mobile Marketing : July 20, 2016

Mobile the dominant platform for online video viewing

The main platform for online video viewing this year will be mobile, according to new research released this week by media agency ZenithOptimedia, yet the ad dollars continue to go on fixed devices.

by Helen Leggatt

This year, consumers will spend an average of 19.7 minutes watching online video on a mobile device. That's nearly four minutes more than watched on a desktop or connected TV, found ZenithOptimedia and a rise of 39% on last year's mobile viewing total.

The rise is being driven by 4G, wider penetration of low-cost devices and better data connections.

Yet, despite most online video viewing taking place on mobile, the majority of advertising spend is going towards reaching those using fixed devices. ZenithOptimedia says this will change by 2018 when mobile ad spend will equal that of fixed.

"Mobile is the dominant platform for consumption, but it won't become the dominant advertising platform for another two years," said Jonathan Barnard, head of forecasting for ZenithOptimedia.

The media agency forecasts that mobile video consumption will grow 33% in 2017 and 27% in 2018, to reach 33.4 minutes a day. Mobile devices will account for 64% of all online video consumption in 2018. Fixed video consumption will grow just 13% in 2017 and 3% in 2018 to reach 18.7 minutes as smart TV viewing becomes more common.

Tags: advertising, mobile, trends, video

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