Online video for brands – the stats you need to know

Reasoned arguments, personal insights and gut instinct are all well and good...

Reasoned arguments, personal insights and gut instinct are all well and good, but there comes a time when you just want some stats to back it all up with. When it comes to the online video ecosystem there’s a huge amount of data on smartphones and tablets, video success metrics and the rise and fall of CPMs, so we thought we’d do the hard work for you and curate it all for you.

Once every three months we’ll post a blog with the key stats we’ve scraped from various recent industry sources and categorize them in a way that makes it easy for you to find the info that’s relevant to you. We’ll also try and link out to the original source where possible.  First up are some juicy stats on trends in online video consumption and adspend.

ONLINE VIDEO CONSUMPTION CONTINUES TO GROW, HELPED BY MOBILE

In the US

“More than 188 million U.S. Internet users watched 37.7 billion online content videos in August 2012, while video ad views totaled 9.5 billion, according to comScore.” (ComScore Video Metrix Trend, August 2012)

“57% of Gen Y viewers say they watched a TV network channel from 8-9pm in 2012, down from 82% in 2008. They are instead streaming video, watching a recorded program or playing video games.” (GfK Research, PrimeTime TV 2004-2012)

In the UK

“The online video audience in the UK grew 8 percent in the past year, whilst the audience for video viewing on a mobile grew 262 percent. YouTube still top video property followed by Amazon and Facebook.” (ComScore, UK Digital Future in Focus, 2013 p.3)

“There were 37.5 million online video viewers in December 2012 on PCs, an increase of 8% year on year.” (comScore Video Metrix, December 2012, UK 6+)

Globally

“A YouTube executive recently said mobile accounts for 25% of video views, up from 6% just 18 months earlier.” (Robert Kyncl, Global Head of Content Partnerships, Abu Dhabi Media Summit) (Latest official YouTube statistics here)

BRAND MARKETERS ARE SPENDING MORE ON ONLINE VIDEO CAMPAIGNS

In the US

“Forrester Research projects online video revenue (online video adspend) to grow from almost $2.5 billion this year to $5.4 billion by 2016.” (Forrester Research Online Display Advertising Forecast, 2012 To 2016 (US))

“Increased online video budgets will also result from reallocated media spend from banner, search, classified and other online advertising the IAB says accounted for $17bn in the first half of 2012.” (SpotXchange, Survival Guide to the Digital Video Landscape, November 2012)

In Europe

“86% of the agencies responding to AdMonsters and Adap.tv’s European Digital Video Outlook purchased digital video in 2012, with 93% reporting an increae in video budget.” – Admonsters

In the UK

“Brands in Britain spent £109 million on online video ads in 2011, a 200% increase on 2010 and 800% increase since 2008.” (Internet Advertising Bureau, May 2012)

Posted by simonholliday