• by Daisy Whitney , Op-Ed Contributor, December 4, 2014

First off, the sky isn’t falling, and TV isn’t going bye-bye. However, the market continues to shift ever closer to digital, and smart brands and wise media pundits should keep tracking the transition. Here are some of the latest figures that shed light on video viewing habits.

For starters, the number of digital video ad views increased 30% for the third quarter over a year ago, a rise that speaks to increased digital video consumption, FreeWheel said in its recent report.

On the flip side, TV viewership is down. Bernstein Research said that for the week of Nov. 10, viewing was down 8% for cable and 9% for broadcast, a decrease on par with quarterly dips. However, there’s a shiny silver lining to those stats: Bernstein also found that subscription-video-on-demand viewership rose by 12 minutes a day, about the same amount of minutes that linear fell by, suggesting that SVOD viewing is what’s luring away linear viewership.

Perhaps that’s a reason then for multichannel providers to be hopeful. If more viewers are watching SVOD, they may be more apt to try other options from their provider, such as TV Everywhere. Freewheel found that TV Everywhere use is growing -- 46% of long form and live video ad views came from authenticated users in the third quarter, an increase of more than four times year over year.

Of course, video viewing might all shift to mobile soon. Video platform Ooyala reports that more than half of all online video will be viewed on a mobile device by 2016, up from 21% earlier this year.