Online Video Consumption of Mobile Devices

Mobile devices already account for the majority of online video consumption at 61%, but mobile is set to grow its share further in coming years. In fact, it will power the next phase of online video viewing according to Publicis-owned media agency Zenith. In the third — and most recent — edition of the agency’s Online Video Forecasts, it predicts that time spent viewing all online video will increase 20% in 2017.

The study contains historical data and forecasts of online video consumption and advertising. It analyzes 63 key markets around the world, and includes all video services distributed via the Internet.

It’s worth noting that this study does not include pay-TV services delivered via a private network, such as broadcast, cable, satellite or telco. These estimates are for Internet video consumption only.

The study found that consumers worldwide will spend 47.4 minutes a day viewing online video this year, largely driven by a 35% increase in mobile video consumption. Zenith predicts that fixed-device video consumption will reach its peak in 2017, and start to decline in coming years — by 1% in 2018 and 2% in 2019. The agency acknowledges that viewing on smart TVs is growing, but it’s not compensating for the declines in desktop and laptop viewing as consumers shift to mobile devices.

Mobile video viewing is expected to grow 25% in 2018 and 29% in 2019, as mobile device penetration grows, screen/display quality improves further and mobile networks evolve to offer faster connectivity. By 2019, Zenith claims mobile devices will account for nearly three quarters of all online video viewing.

Overall online video consumption is also growing rapidly, particularly on social platforms which have added new tools to encourage creation and sharing of videos, including the live streaming of sporting and other events. According to Zenith’s estimates, Facebook is already the second-largest supplier of video in many markets (after YouTube). Mobile to Power Online Video Consumption – Zenith | Light Reading


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