eMarketer has recently published a new study that found that adults in the US are spending a record amount of time watching video each day. While they are watching less television than in the past, the amount of digital video they are consuming is going up quite significantly.
In this year’s study they found that the average adult watches about 5.5 hours of video total. That is broken down to 4 hours and 15 minutes of television and 1 hour and 16 minutes of digital video (YouTube, Facebook Videos, video advertisements and other online content). Back in 2011 people were watching 4 hours and 35 minutes of television, but only 21 minutes of video per day.
This is quite a significant shift, with people not only spending a greater total number of minutes watching video, but with all of the growth coming in the form of online video. Ignoring the obvious problems that are present with the idea that US adults are spending about 38.5 hours of video per week, this is important information for marketers.
It is a good sign that video is going to continue to become an essential element in your overall marketing strategy. This means, of course, you will need to start or continue to make videos to promote your business. In addition, you should consider buying advertisements on video sites such as YouTube, which are getting a huge amount of traffic, and people are spending a lot of time there every day.
As the US and other countries continue the shift away from television and toward other alternative forms of video consumption, this will be an essential component of all digital marketing. The study also revealed that with the exception of desktops and laptops (which remained even year over year) all other types of digital video consumption was up in 2015.
You can see the full report HERE.
