Findings from a new global research study into consumer behavior and industry analysis show how video viewing has exploded on mobile devices and what advertisers and publishers need to know to make the most of mobile video in 2017.
Smartphones continue to grow as a screen of choice for video, rivaling desktop viewership consistently year-over-year. On average, 57% of consumers globally watch videos on a mobile phone every day, while 58% of consumers watch videos on their laptop/desktop every day.
With 89% of US and 77% of global consumers saying they can’t live without their smartphone or always have it within arm’s reach, we are very close to the tipping point where mobile will soon be the number one video screen.
Attention spans of online consumers? Dissolving. Consumers are watching more and more digital videos each year, but consumption of short-form video is rising at an even higher pace. 42% of consumers watch videos 5 minutes or less every day. As videos get longer, that number decreases.
The rate at which consumers are adopting immersive video formats varies around the world. For example 31% of US consumers and 21% of Southeast Asia consumers expect to watch more videos in VR in the next 12 months. But only 9% of Canadian and UK consumers feel the same.
When it comes to live video, an average of 65% of consumers watch live video on their smartphones. Southeast Asia saw the highest result, with 76% of consumers watching live video on their smartphones.
The industry is set to keep pace with consumer demands- continuing to increase spend in mobile video. Around the world, both advertisers and publishers are increasing spend on mobile.
- 47% of advertisers expect to increase mobile ad spend by at least 25% in 2017
- 57% of publishers expect mobile ad spend to increase by at least 25% in 2017
Advertisers are funding this increase in mobile video by shifting more and more money away from TV budgets. And mobile video spend is catching up to desktop video.