There are a number of reasons why traditional media brands should see digital video marketing as a vital way to survive and thrive in the 21st Century. That’s why some of the biggest, blue-chip names in entertainment, news, and information made announcements during the 2016 Digital Content NewFronts earlier this month. For example, The New York Times announced six new video series, Condé Nast Entertainment announced plans to expand its premium digital video network, and Playboy introduced a unique mix of original digital video offerings.
However, some senior executives at established media companies may want more critical data before chasing the so-called latest trends in the digital video marketing business. Okay, so this is a tough crowd. But, to help video marketers change the highest paid person’s opinion (HiPPO), here are 29 statistics that show video marketing, and video advertising, is vital for media brands.
19 Up-to-Date Video Marketing Statistics for 2016
1. 68% of marketers believe that original digital video content will be as important as original TV programming in the next 3 years. (Click to Tweet)
2. Original digital video content now accounts for 44% of budget, up from 38% two years ago. (Click to Tweet)
3. In the US, YouTube reaches more 18-49 year-olds than ANY broadcast or cable TV network, and YouTube does that on mobile alone. (Click to Tweet)
4. In the US, during prime time, more 18-49 year olds tune into YouTube than into the top 10 TV shows combined. (Click to Tweet)
5. Among US teens, 8 of the top 10 most popular and influential celebrities are YouTube stars. (Click to Tweet)
6. Over 800 YouTube creators have more than one million subscribers. (Click to Tweet)
7. 6 out of 10 YouTube subscribers say their view of a brand or company has been influenced by a creator. (Click to Tweet)
8. In 2016, more video content will be uploaded in 30 days than all three major U.S. T.V. networks combined have created in 30 years. (Click to Tweet)
9. The number of hours people spend watching YouTube on TV screens has more than doubled year over year. (Click to Tweet)
10. It’s estimated that mobile video will account for 75% of total mobile data traffic by 2020. (Click to Tweet)
11. We are watching 100 million hours of video on Facebook every day. (Click to Tweet)
12. Time spent watching video content on Instagram has increased by more than 40% in the last six months. (Click to Tweet)
13. 55% of people in the U.S. watch videos every day, 78% of U.S. Internet users watch videos online every week! (Click to Tweet)
14. 85% of Facebook video is watched without sound. (Click to Tweet)
15. The most-watched US Entertainment TV brand in March 2016 was WWE, with 772.1 million views. (Click to Tweet)
16. Snapchat Users Now Watch Ten Billion Videos Per Day! (Click to Tweet)
17. Comedy is the most popular form of online video content among all viewers at 39% followed by news (33%) and music (31%). (Click to Tweet)
18. The most-watched US TV News brand in March 2016 was Fox News, with 377.2 million views. (Click to Tweet)
19. The most-watched US TV food brand in March 2016 was the Food Network, with 188.7 million views. (Click to Tweet)
10 Video Advertising Stats to Tweet and Share
1. Advertisers and media buyers have increased their investments in original digital video programming by 114% over the past two years. (Click to Tweet)
2. 63% of media buyers plan to spend more overall on all digital video and 62% on mobile video. (Click to Tweet)
3. Native advertising now accounts for 32% of the dollars spent on original digital video. (Click to Tweet)
4. US digital video ad spending is predicted to reach $28.08 billion in 2020, up from $6.84 billion in 2015. (Click to Tweet)
5. In 2020, video will account for 23.2% of marketing spend, compared with 17.7% in 2015. (Click to Tweet)
6. Google Preferred – YouTube’s premium content offering – reaches more people in the US on mobile than all Full Episode Players combined, like Hulu or Netflix. (Click to Tweet)
7. YouTube holds 20% of the market share of total video ads in the U.S. (Click to Tweet)
8. Video ads have an average click-through rate of 1.84% – higher than any other digital format. (Click to Tweet)
9. The average Internet user spends over 16 minutes watching online video ads every month. (Click to Tweet)
10. In the US, advertisers on primetime broadcast TV could have reached 56% more people age 18-49 by also advertising on YouTube. (Click to Tweet)
Thanks to IAB, Cowen, Facebook, Tubular, Google, Variety, Digiday, Nielsen, and comScore for the data.