MPA: More Publishers Adopt Video As Audiences Grow

More magazine brands are producing video as audience rates grow across various platforms, according to the latest Magazine Media 360° Brand Audience Report for May 2017 from The Association of Magazine Media.

Video audiences have risen 48.1% from May 2016 to May 2017.

There are now 82 magazine brands that report a video audience to MPA. Its reports include 126 magazine media brands from 30 companies, representing 95% of magazine readership.

In the May 2016 Brand Audience Report, only 68 brands could report a video audience, which means the number has gone up 21%.

Video audiences are defined in the report as unique viewers who watched a video at least once through a player owned or operated by the publisher and/or through a clearly branded video channel.

The content categories with greatest growth in video are health, travel, women’s fashion and beauty and upscale shelter.

Total magazine media audience  — across print, Web, mobile Web and video —  is up 2.3% in May 2017. That's compared to the same month a year ago, according to the recent MPA report.



The audience numbers for each platform are consistent with trends in recent months. Both print and video platforms show growth compared to last year, while Web audiences continue to decline as audiences shift to other platforms. The mobile web has flattened.

In the recent report, which includes print readers and digital visitors that consume electronic issues of a publication, such as an e-reader or app, numbers are up 3.7%.

Web audiences on a desktop or laptop are down 9%, while mobile audiences, unique visitors that visit a site on a mobile device, are up 1.4%.

Content categories with above-average print and digital audience growth this month are science & technology, upscale shelter, travel and adventure outdoor.

The top five magazine brands with the most total audience for May 2017 were ESPN The Magazine, People, Forbes, WebMD and Better Homes and Gardens.

The magazine brands with the greatest percentage growth in total audience for May 2017 compared to a year ago, were W, Nylon, Money, The Atlantic and Teen Vogue.
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