People around the world will be spending an average of almost an hour a day watching online video by the end of next year, and more than half of that will be spent on a mobile device, according to a report from ZenithOptimedia.
Mobile devices will become the dominant platforms for online video on demand within the next 12 months, and television will peak this year, before starting to fall for the first time, predicts the firm, part of advertising group Publicis.
The proliferation of smartphones and the improvement in data connections are behind the change, according to Jonathan Barnard, head of forecasting. “It is also a matter of supply. A lot of broadcasters know that online is where the growth is. They know that young people are spending time on mobile devices and advertisers want to concentrate on them.”
Barnard added that, while a relatively large proportion of people in the UK watch video online, it accounts for relatively little of the country’s online advertising spend. “That is because of the strength of iPlayer, which is walled off from advertising.”
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