Time Spent Watching Online Video Expanding To 100 Minutes Daily, Ad Budgets Set To Follow

Time spent watching online video will expand more than 20% over the next two years to an average of 100 minutes daily, according to an updated forecast released this morning by Publicis Media's Zenith unit.

"That’s the equivalent of watching 25 continuous days of video in 2021," Zenith Head of Forecasting Jonathan Barnard writes in the report, adding: "The amount of time people spend viewing online video has grown rapidly across the world, at an average rate of 32% a year between 2013 and 2018, boosted by improvements in display sizes and quality of mobile devices, faster mobile data connections, and the spread of connected TV sets."

The report finds China and Sweden currently are the heaviest nations in terms of online video usage, averaging 103 minutes daily this year, but Canada, India, Mexico, the U.K. and the U.S. will catch up and reach that level by 2021.

Barnard says the rapid shift of viewing to online video also makes it the "fastest-growing digital channel by advertising expenditure," forecasting that the global video ad market will expand 36% to $61 billion by 2021.

Conversely, the global television ad market will erode slightly to $180 billion from $183 billion currently.

4 comments about "Time Spent Watching Online Video Expanding To 100 Minutes Daily, Ad Budgets Set To Follow".
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  1. Ed Papazian from Media Dynamics Inc, September 16, 2019 at 10:04 a.m.

    I assume that these are global estimates, however Nielsen's meter panel reports that the average U.S. adult devotes far less time "watching" videos on PC,s, smartphones and/or tablets than Zenith's 2019 figures indicate---far less. I haven't seen the Zenith report but maybe the base is those who go online daily to watch videos, not all people---or, perhaps, Zenith is using some source or study other than Nielsen.

  2. Joe Mandese from MediaPost, September 16, 2019 at 11:03 a.m.

    @Ed Papazian: They are global estimates, as our coverage points out. They are Zenith's propietary estimates for time spent viewing video online via any device.

  3. Debbie Reichig from In-Focus Media Consulting, September 16, 2019 at 2:29 p.m.

    Ed,
    Thank you for always asking elucidating questions!  They always add the right perspective to the article.  
    Best,
    Debbie

  4. Debbie Reichig from In-Focus Media Consulting, September 16, 2019 at 2:29 p.m.

    Ed,
    Thank you for always asking elucidating questions!  They always add the right perspective to the article.  
    Best,
    Debbie

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