In 2010, the average U.S. adult barely spent any time watching digital video -- 6 minutes per day was the norm. Flash forward to 2014, and that's certainly no longer the case; adults now clock nearly an hour of viewing time every day.
Americans are increasingly spending more and more time consuming digital video, and savvy companies and marketers alike are beginning to take notice, knowing that online video drives results. Research from Demand Metric and Ascend2, sponsored by Marketo, found that among large companies, video was the most common type of premium content produced for marketing purposes, far ahead of newsletters, white papers, webinars or case studies. Even smaller companies were more likely to produce videos than these types of content, though not as dramatically.
And consumers tend to respond well. U.S. internet users surveyed by Animoto in December 2013 said they perceived companies that produced digital video as more engaged with customers (77 percent). More than seven in 10 also said they had a generally positive impression of a brand, product or service after viewing digital video.
eMarketer estimates that 194.5 million people in the U.S. will watch digital video at least monthly this year, or 41.4 percent of the overall US population. By 2018, the US will boast 212.5 million digital video viewers, or nearly half the population overall. With numbers like that, it's hard to ignore the growing trends in video content. To help you stay on top of it all, Brightcove paired with eMarketer on this year's Video Content Report -- a roundup of some of the latest coverage on the subject, including statistics, insights and interviews.
Here's a sneak peek at some of the key information included in this report:
Statistics
- In 2014, time spent with video on tablets will increase nearly 54% to 20 minutes daily, from 13 minutes in 2013
- Investments in online video ads in the US will reach $4.45 billion this year, dwarfing mobile video ad spending, which will total $1.44 billion
- While 37% of millennials (those ages 18 to 34) watched TV shows online frequently in 2013, only 26% of Generation Xers (those ages 35 to 54) and a mere 16% of baby boomers (those age 55 or older) did the same
- Just over 42% of internet users in North America watched news video content on their smartphones, and more than 36% watched previews for TV shows or movies.That compared with 30.9% of respondents who said they watched full-length movies on their phones, and 27% who watched TV show reruns
Insights
- Research conducted by Frank N. Magid Associates for Crackle suggests tablets and smartphones are more likely to be used for out-of-home viewing
- A survey of online adults in the U.S. conducted by YuMe and IPG Media Lab concluded that Millennials are more likely to be distracted while watching online video, resulting in advertisements leaving less of an impact
Interviews
- Neda Stoll, Senior Marketing Manager at Intel, shares what type of videos work best in the B2B space, the objectives that video satisfies for the B2B market and best practices to drive video viewership
- Steve Baer, Managing Partner and Director of Brand Design Group at Code and Theory, discusses what brands should be thinking about when planning a video content marketing strategy, as well as optimum length for online videos, channel distribution and "viralness"
Click here to download your complimentary copy of this year's Video Content Report.