tv vs. digital video: are we tuning in or streaming out? [infographic]
Post on 16-Apr-2017
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In 2015, mobile viewing time of digital video surpassed desktop for the first time among US adults.
After 2017, desktop viewing time of digital video will start to decrease.
For the last few years, marketers have said that traditional TVs time was up and that digital video was rapidly replacing it. Well, todays research tells us otherwise, as TV continues to capture more viewing time and ad spend. But what does tomorrow hold for TV?
vs. D I G I T A L V I D E OT V
Despite the growth in digital video watching, traditional TV still captures the majority of Americans video viewing attention, as well as ad dollars.
Is TVs Time Up?
TIME SPENT VIEWING VIDEO
MOBILE HAS VIDEO VIEWINGGOING IN A DIGITAL DIRECTION
A PREVIEW OF SHIFTINGAD DOLLAR DISTRIBUTION
While digital video viewing is increasing, TV still dominateswith 3X more time spent watching the traditional channel over digital video.
Only Time Will Tell TomorrowsTV Viewing Habits
Since 2012, total TV viewing time has decreased every year. And the amount of time spent watching TV is directly related to the age of the viewers, with each younger demographic watching less and less of the traditional media channel.
Average US TV viewing times in 2016
of US adults video viewing time was spent on TV.
was spenton digitalvideo.
Mobile devices have become a part of our daily lives, which is driving the growth of digital video.
Today, TV still earns the most video-based ad dollars. But as digital video demands more of viewers time and attention, the total ad spend will follow and a larger share of these dollars will be directed toward digital video.
Total TV viewing times are predicted to decrease each year for every age group.
adults ages18 to 24
adults overage 65
all agesof adults
While TV still grabs the majority of attention and ad dollars, watch for a growing share to shift in digital videos direction.But rather than one replacing the other, viewing will simply
evolve to give viewers the best of both media.
SOURCES: EMARKETER.COM, MEDIAPOST.COM
in 2016 in 2018
Digital Videos Total Ad Share
INCREASEOF 1.2%5.5% 6.7%
TVs Total Ad Share
in 2016 in 2018
39.2% 36.8% DECLINEOF 2.5%