US adults will spend an average of 5 hours, 31 minutes watching video each day this year, according to new figures from eMarketer, and digital video viewing across devices is driving growth. In 2011, time spent with video on digital devices—PCs, mobile devices and other connected devices including over-the-top (OTT) and game consoles—totaled 21 minutes daily. This year, US adults will spend an average of 1 hour, 16 minutes each day with video on digital devices.
Meanwhile, the average time US adults spent watching video programming on televisions totaled 4 hours, 35 minutes in 2011 and will decline to 4 hours, 15 minutes in 2015. In total, time spent with video on all devices is up from 4 hours, 56 minutes in 2011.
Digital video is growing not at the expense of TV, but because video content is more popular than ever. We might spend less time watching on the main screen, but we’re no less interested in TV programming, and in fact, we seek out more of it every year.
Video is seeing gains on all digital devices this year, with the
exception of desktops and laptops, which will remain flat. Time spent
watching video on mobile devices will increase from 30 minutes daily
among all US adults in 2014 to 39 minutes per day this year, and average
daily video time on other connected devices across the US adult
population will increase from 9 minutes last year to 13 minutes each day
The drop in TV time hasn’t stopped marketers from pouring significant
amounts of money into television advertising. In 2015, 40.2% of US
major media ad spending will go to TV, totaling $70.59 billion, compared
with TV’s 36.4% of time spent with media daily. Meanwhile, US
advertisers will allocate just 4.4% of all spending, or $7.77 billion,
to digital video ads, even though consumers are now spending nearly 11%
of their media time watching video on digital devices.
Advertisers continue to trust TV despite its limitations, and
despite a proliferation of digital alternatives. Overall, US adults will spend 12 hours, 4 minutes each day with major
media in 2015, an increase of 7 minutes from 2014. Since 2011, US
adults have increased the time they spend with major media by nearly a
full hour each day.
Consumers’ appetite for digital
devices is driving this trend. Led by time spent on mobile devices, US
adults will spend an average of 5 hours, 38 minutes with digital media
each day in 2015, up from 5 hours, 15 minutes in 2014.
Last year, US adults spent more time on mobile devices than they did
on PCs for the first time, and that gap will widen this year.
Furthermore, the average time adults spend each day with TV, radio and
print will decline across the board for the fourth consecutive year in
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