Recently, both eMarketer and Adobe released reports covering the state of digital video in 2015. Reviewing the data, a few things are clear: users are spending more time initiating more videos on mobile, and advertisers are taking notice.
Users Spending More Time Watching Videos on Mobile
According to data released in the eMarketer report, users now spend more time watching video on mobile devices than they do on desktop or other connected devices combined. Specifically, users have spent 63% more time watching video on mobile devices thus far in 2015 than they have on desktops or laptops, and 200% more than other connected devices.
This is a stark contrast to 2011, when desktop accounted for four times as much time spent watching digital videos as mobile.
Users Initiating More Videos on Mobile
While this data is on time spent, the Adobe Digital Index reported a similar trend for individual video views. According to data released in that report, mobile video views are paced to overtake desktop video views by Q4 of 2016. Currently enjoying a 36% share of video views, this means mobile video is projected to seize another 16% share in the next 18 months, a 44% growth rate.
More Users Consuming Video on Mobile
Of course, it’s important to note that the increased time spent and video plays on mobile are not merely the growth of endemic users. Rather, an increasing number of users are using their smartphones to consume video content. While the percentage of users consuming video on desktops has plateaued, smartphone video consumption has more than doubled since 2013.
Digital Ad Spend Share Growing
In good news for publishers looking to monetize their apps with mobile video advertising, the gap between the share of time spent consuming digital video and the ad spend share is closing. In fact, digital video ad spend share has increased 83% since 2013 while time spent share has increased 49%.
Conversely, television ad spend share has fallen 4.8% over the same period, with overall share of time spent watching television falling 8.1%.
Mobile Video Advertising Steadily Growing
According to data released by the IAB, publishers can expect this growth to continue. In a Digital Video Ad Spend Study conducted by the IAB in late April, 58% of advertisers plan to increase their mobile video ad spend in 2015. Meanwhile, another 39% plan to maintain their current spend levels, and only 3% intend to decrease their spend.
As recent months have resulted in record-breaking publisher earnings on the AdColony platform, these findings are not at all surprising. In fact, the shift toward video was noted in a spring user acquisition survey that polled top grossing developers:
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