Are viewers still tuning into TV or are they focusing all of their attention on digital video? Despite dire predictions about TV’s demise, it continues to attract more viewers and ad spend than newer digital viewing vehicles. To see if TV can withstand the test of time and trends, MDG Advertising created the infographic, TV vs. Digital Video: Are We Tuning In or Streaming Out? The infographic details the latest findings and factors, providing informative insight on viewing practices and preferences to help determine any differences between today and tomorrow. Can TV hold onto its control over viewers or will digital video make a play to steal a larger share of viewers? Tune in to the infographic to see which to watch in the future.
How TV Ranks with Viewers
The infographic opens with a look at TV’s dominance over digital, despite the rise of digital video viewing on smartphones, computers, and tablets. It shows that 78.4% of US adults’ viewing time was spent on TV, compared to only 21.6% of their time viewing digital video.
It also breaks down the average time that each demographic spends watching TV, with older adults spending the most time and the youngest viewers watching the least.
A Sneak Peek at How Mobile is Moving Viewers Toward Digital Video
In the next section of the graphic, research shows how the growing popularity of mobile devices is leading viewers to spend more time watching digital video.
Two key findings include how mobile viewing time of digital video finally exceeded desktop viewing time in 2015. Secondly, that desktop video-viewing time will start falling after 2017.
Where Advertisers Will Turn Their Attention and Allocation
The infographic then focuses on the possible shift of ad spend in the future. After emphasizing that TV still collects more ad dollars today, the graphic shows that the increasing amount of time that viewers spend watching digital video is bringing much more ad spend to the digital channel.
As a result, TV’s share of ad spend will decrease from 39.2% this year to only 36.8% by 2018, with those dollars being transferred to digital video channels.
Now that you’ve had a preview of what today and tomorrow hold for TV and digital video, check out MDG’s infographic, TV vs. Digital Video: Are We Tuning In or Streaming Out?, to explore how to best channel your marketing strategy and ad spend.
TV vs. Digital Video: Are We Tuning In or Streaming Out? [Infographic]
1. In 2015, mobile
viewing time of digital
video surpassed
desktop for the first
time among US adults.
After 2017, desktop
viewing time of digital
video will start to decrease.
For the last few years, marketers
have said that traditional TV’s
time was up and that digital
video was rapidly replacing it.
Well, today’s research tells us
otherwise, as TV continues to
capture more viewing time and
ad spend. But what does
tomorrow hold for TV?
vs. D I G I T A L V I D E OT V
Despite the growth in digital video watching, traditional TV still captures
the majority of Americans’ video viewing attention, as well as ad dollars.
or
Is TV’s Time Up?
TIME SPENT VIEWING VIDEO
MOBILE HAS VIDEO VIEWING
GOING IN A DIGITAL DIRECTION
A PREVIEW OF SHIFTING
AD DOLLAR DISTRIBUTION
While digital video viewing is increasing, TV still dominates—with 3X
more time spent watching the traditional channel over digital video.
3X
Only Time Will Tell Tomorrow’s
TV Viewing Habits
Since 2012, total TV viewing
time has decreased every
year. And the amount of time
spent watching TV is directly
related to the age of the
viewers, with each younger
demographic watching less
and less of the traditional
media channel.
Average US TV viewing times in 2016
of US adults’ video
viewing time was
spent on TV.
was spent
on digital
video.
78.4% 21.6%
Mobile devices have become a part of our
daily lives, which is driving the growth of
digital video.
Today, TV still earns the most video-based ad dollars. But as digital video demands
more of viewers’ time and attention, the total ad spend will follow and a larger share
of these dollars will be directed toward digital video.
Total TV viewing times are predicted to
decrease each year for every age group.
adults ages
18 to 24
adults over
age 65
all ages
of adults
2h22m
6h3m
4h19m
While TV still grabs the majority of attention and ad dollars,
watch for a growing share to shift in digital video’s direction.
But rather than one replacing the other, viewing will simply
evolve to give viewers the best of both media.
SOURCES: EMARKETER.COM, MEDIAPOST.COM
Twitter: @MDGadvertising.com
mdgadvertising.com
in 2016 in 2018
Digital Video’s Total Ad Share
INCREASE
OF 1.2%
5.5% 6.7%
TV’s Total Ad Share
in 2016 in 2018
39.2% 36.8% DECLINE
OF 2.5%
@MDGadvertisingby