Short-form videos are difficult to monetize since they don’t offer pre-, mid-, or post-roll ads. Instead, ads are placed between videos, making them easy to skip. As a result, platforms embracing longer videos stand to rake in more ad dollars. Brands, meanwhile, have more opportunities to get in front of users via advertising on lengthier videos, though creating their own longer content presents challenges.
- Advertisers are pouring money into social video even as time spent with it slows down. We expect US social network video ad spending to total $48.89 billion this year (not including YouTube), up 24.6% YoY. In fact, spending on social video is expected to surpass linear TV ad spending next year in the US. That’s good news for social platforms since growth in time spent with social video is slowing, as is social video’s share of average daily time spent on social networks by users. While time spent with social video among US users saw double-digit growth in recent years, we expect it to grow only 5.3% this year, reaching 1 hour and 4 minutes.