Market Research Report
Digital Video Viewing Hours 2016: Audiences Choose and Disrupters Rule
|Published by||Accustream Research||Product code||499458|
|Published||Content info||46 Pages
Delivery time: 1-2 business days
|Digital Video Viewing Hours 2016: Audiences Choose and Disrupters Rule|
|Published: May 9, 2017||Content info: 46 Pages||
Digital video clocked in at 85.6 billion total viewing hours in 2016, yielding a14.6% time spent equivalency to its 24/7 linear counterpart.
On a going forward basis, AccuStream Research will shift its digital video viewing analytics focus to increments/aggregates of time.
Against the backdrop of declining multi-channel TV subscribers, the internet matches up well against linear TV counterparts, whether on price, ability to produce hit programming and offer slimmed down, customized programming packages that target more precisely viewer preferences to pay for what they actually use.
There may be a recurring generational wave of acceptance regarding internet as a primary viewing platform, however.
As younger audiences age and raise families, their entertainment choices may also evolve toward--or at least include--linear TV take-up, assuming a wholesale paradigm shift in way video programming is offered, priced and delivered doesn't of necessity take hold over the next decade.
When factoring in user activity and volume associated with social video delivery, monetization models must account for short-form nature of social platform UGC content that nevertheless drives big viewing share in the aggregate.
Ongoing advertiser concerns over objectionable content also remain across platforms, though the current share strength seen on social/audience services by has compelled publishers to migrate their digital presence inside those environments.
Moreover, there are examples of publishers reducing destination-based brand building, and moving toward a syndication model where audience platforms form a primary point of ad-supported access for content outside of authenticated sign-in.
Ad-supported hours equal 54% of the total, while subscription makes up a 46% share. That ratio could change over the next couple of years, perhaps significantly, if YouTube's planned YouTube TV subscription video service (i.e.; live streaming TV) gets off the ground and offers an appealing option.
YouTube is the largest ad-supported programmer in digital video, with a weighty 45.6% of total ad-supported viewing hours.
This research package includes a full year 2016 database listing of sites, destinations, services, devices, total video views, minutes/hours of viewing, accesses by device type (desktop, mobile/tablet/OTT box).
Also included in the annual percentage share of viewing hours by each service, site, destination and channel; those that are ad-supported, subscription based, internet only and cross-platform in nature.