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Digital Media Is Now Bigger Than National TV Advertising, Will Surpass Total TV by 2018

Online Video Viewing Reaches Record-High 31B


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The Explosive Growth of Online Video


More than 250 million US internet users watched online video and a record high of nearly 95 billion videos were viewed over Video Metrix.

Digital video ad spend is growing at a rapid pace.

People spend more time with digital video than with social media

This is a landmark year for digital video. It tied with social media in 2014 when it comes to average time spent per day engaging with different digital activities. In 2015, digital video finally pulled ahead. Users are spending an average of 1:55 with digital video each day, and only 1:44 on social networks.

In fact, time spent with digital video now trumps time spent with all other listed digital platforms, including digital radio, Facebook, and Pandora.

 Cstrategist  Viewing: Compare with: The Explosive Growth of Online Video, in 5 Charts

Especially Millennials

According to the report, “trailing millennials” (aged 14 to 25) are the only age group watching more shows on digital devices than on traditional TV screens.



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comScore also reported that more than 170 million viewers watched an average of 182 videos per viewer during November 2009. Google Sites attracted 129 million unique viewers during the month (94.7 videos per viewer), followed by Yahoo Sites with more than 55 million viewers (8.5 videos per viewer) and Fox Interactive Media with 50 million viewers (8.9 videos per viewer).

The average Hulu viewer watched 21.1 videos during the month, totaling 2.1 hours of videos per viewer. This represented another all-time high for the property, according to comScore.

MIT Study Debunks Online Ad Advantages

Online advertising can be much better at targeting certain demographics than its traditional media counterparts. 

The year-over-year decline in traditional TV viewing among the 18-24 population was less than seen in Q1, and was the smallest decline since Q4 2013. Of course, while the declines may be easing, they’re still occurring.

In sum, between 2011 and 2016, Q2 traditional TV viewing by 18-24-year-olds dropped by more than 9 hours per week, or by more than one-and-a-quarter hours per day. In percentage terms, Q2 traditional TV viewing by 18-24-year-olds was down by about 8.2% year-over-year and has now fallen by 38% since 2011. In other words, in the space of 5 years, almost 40% of this age group’s traditional TV viewing time has migrated to other activities or streaming (a lot more on that below).



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