Adults in the US and UK streaming more digital video

Adults in the U.S. and the U.K. are increasing the amount of time they use mobile devices and computers for streaming video.

Posted on Apr 17, 2015 by YuMe

Digital video advertising has become an indelible part of a brands' marketing and advertising strategy. Because technology advancements have given consumers more options for how they choose to stream video content, companies have had to adjust their overall approach to making a connection with both existing and potential customers.

"Digital video advertising has become an indelible part of a brands' marketing and advertising strategy."

In addition to TV commercials, these same organizations are also making heavy investments into creating video ads that can be displayed to consumers on their computers, smartphones and tablets. Companies that elect not to take viewer fragmentation seriously and instead choose to market goods and services the way they always have can quickly find themselves at a disadvantage in the marketplace.

This lack of understanding of current viewing behavior on the part of consumers can lead to alienation and stifle sales and overall business growth. This is one of the reasons why it is critically important for marketers and advertisers to stay up to date on the latest trends when it comes to viewing habits of customers.

According to eMarketer, the average adult in the U.S. will spend 1 hour and 16 minutes every day watching digital video in 2015. While this number is almost three hours short of the time people in this country will watch television, since 2011, digital video consumption has gone up while TV viewing has gone down.

"The increase in overall screen time highlights the complexity of today's media ecosystem," said Paul Verna, a senior analyst at eMarketer. "While so much debate has centered on a supposed tug-of-war between TV and digital video, the reality is that digital video is growing not at the expense of TV, but because video content is more popular than ever."

Streaming video on tablets and smartphones has also become a common activity for adults in the U.S. In its research, eMarketer found that in 2015, U.S. adults will devote 39 minutes each day watching content on a mobile device – 17 minutes on a smartphone and 22 minutes using a tablet.

This year, brands will allocate 4.4 percent of their advertising and marketing budgets, or $7.77 billion, toward the creation of digital video advertising campaigns. This is due in large part to consumers spending 11 percent of their time streaming video either on a mobile gadget or computer.

Streaming video online using a computer or mobile device has become popular with adults across the globe.Streaming video online using a computer or mobile device has become popular with adults across the globe.

Adults in the U.K. fond of mobile video
Not only are U.S. adults heavy adopters of technology, using it to stream video during a time and place of their choosing the same is common in the U.K as well. In a separate report from eMarketer, adults in the U.K. will rely on their smartphones and tablets to watch video more than laptop and desktop computers.

The website anticipates that this year, consumers in the U.K. will spend 48 minutes streaming digital video on tablets and 1 hour and 31 minutes on smartphones. Both are significant increases over figures recorded in 2014.

"U.K. adults aren't moving their media consumption habits to digital platforms at the expense of traditional ones," eMarketer analyst Bill Fisher said. "Rather, they are adding it to their overall media day."

All of this data is vitally important to brands both in the U.S. and the U.K. who are still trying to better understand the digital video viewing habits of consumers. However, the fact that adults in both countries are spending more time streaming video online is good news for marketers and advertisers alike.

Although viewing audiences may be fragmented, understanding the platforms where people are devoting the most time can help a company develop sound video advertising strategies that will deliver consistently positive results over time.