Q3 2018 Digital Video Trends

Executive Summary

eMarketer is making a change to its forecasting methodology to include social media in-feed advertising in its video ad spending figures, effective with the advertising figures in this report. We also have new video ad revenue forecasts for social media, including breakouts for Facebook, Twitter and Snapchat. This is the latest installment in an ongoing series of quarterly video ecosystem overviews focusing on monetization, audience, platforms and content.

What is the forecast for US digital video ad spending through 2022?

US digital video ad spending will surpass $50 billion in 2022, growing at double-digit rates through most of our forecast period. These figures reflect the first-time addition of social media ad spending to our video forecasts. Not only are the video numbers substantially higher than those in our March 2018 forecast (because of the inclusion of social media), but the percentage increases over the forecast period are also higher, with 29.7% growth in 2018 and 9.9% by 2022.

What is eMarketer’s forecast for social video ad spend?

Social network video ad revenues will reach $11.69 billion in 2020, more than doubling $5.68 billion in 2017. This represents annual growth well into the double digits. It also shows rising shares of total digital ad spending and total media spending throughout the forecast period.

How many people are watching digital video?

Our latest forecast shows a slight increase in the number of digital video viewers expected over the next several years, with the total reaching 250 million in 2022, up from 229.9 million in 2018. Digital video audiences show continued growth, even as their numbers approach saturation. Our forecasts indicate that, by early next decade, more people will likely watch over-the-top (OTT) video than traditional pay TV.

WHAT’S IN THIS REPORT? This report covers key events in the digital video industry based on data, trends and business activity in Q3 2018.