EMARKETER PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More
Advertising & Sponsorship Opportunities
Boost your brand and generate demand with media programs.
Learn More

Events & Resources

Resources
Read through guides, explore resource hubs, and sample our coverage.
Learn More
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us

Q1 2019 Digital Video Trends

US Video and TV Ad Spending Exceed Expectations

Download
Share
About This Report
US digital video ad spending is on track to exceed our previous forecasts, while TV also got a bump thanks to increased political spending in H2 2018.
Table of Contents

Executive Summary

This is the latest installment in an ongoing series of quarterly video ecosystem overviews focusing on monetization, audience, platforms and content. On the radar this quarter: Streaming services debuting over the next year could shake up established players.

How are US digital video and TV ad spending doing?

Video and TV ad spending are both outperforming our expectations. We raised our forecast of video spending based on strength across the ecosystem—from mobile to connected TV to social media, and more. And TV ad spending closed 2018 with a net gain, contrary to our previous expectations of a slight loss. This was mainly the result of increased political ad spending from the US midterm elections.

How many US video viewers are there, and how many of them watch live streams?

There are an estimated 235.1 million video viewers, or 82.8% of internet users. Just over half of them watch live streaming video on platforms including linear OTT services, sports, live events, social media and news publisher streams. The number of live video viewers is growing at a faster rate than video viewers overall.

Which tech company and media giant announced new streaming services?

Amazon launched Freedive, an ad-supported streaming service through its IMDb division. NBCUniversal announced it would debut a direct-to-consumer streaming service in early 2020, and that the service would be free to pay TV subscribers but cost around $12 per month for cord-cutters and cord-nevers.

How much is Netflix spending on original and licensed content?

The streaming giant is expected to spend $15.1 billion on content in 2019, and $17.8 billion in 2020. These expenditures are calculated on a cash basis—before Netflix writes off the cost of original productions. In 2018, the cash costs were roughly 50% higher than the post-writeoff, or P&L, costs.

WHAT’S IN THIS REPORT? This report covers key events in the digital video industry based on data, trends and business activity in Q1 2019.

KEY STAT: US digital video ad spending will reach $58.39 billion in 2023, growing at double-digit percentages for almost the whole forecast period. The dollar amounts for every year in the forecast are higher than we’d previously anticipated.

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

15charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Monetization
  3. Audience
  1. Platforms
  2. Content
  3. Read Next
  1. Sources
  2. Media Gallery

authors

Paul Verna

Contributors

Sharon Tan
Researcher
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client