UK Digital Video Advertising Landscape

CTV Makes Inroads, Social Is on the Rise, and More Ad-Supported Options Are on the Way

Report by Bill Fisher  | Nov 7, 2022
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Table of Contents
Executive Summary
Key Points
Macroeconomic Trends Are Affecting Digital Video Advertising in the UK
Digital Video Offers a Significant Opportunity for UK Marketers
Building a Digital Video Ad Strategy Is a Complex Task: Here’s What You Need to Consider
What the Digital Video Ad Landscape Means for Marketers
Insider Intelligence Interviews
Read Next
Sources
Media Gallery
About This Report
The UK is home to some of the most voracious digital video viewers, but planning a campaign across the plethora of video platforms is getting more and more complicated. An increase in ad-supported on-demand platforms is adding to the complexity.
Topics
Video Advertising
United Kingdom
Table of Contents
Executive Summary
Key Points
Macroeconomic Trends Are Affecting Digital Video Advertising in the UK
Digital Video Offers a Significant Opportunity for UK Marketers
Building a Digital Video Ad Strategy Is a Complex Task: Here’s What You Need to Consider
What the Digital Video Ad Landscape Means for Marketers
Insider Intelligence Interviews
Read Next
Sources
Media Gallery

Executive Summary

In a market where digital video consumption is so high, a video ad strategy is pretty much a given. For a campaign to succeed, planners must understand where their consumers are, how video fits into those environments, and how they can get their hands on the right inventory.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How many people are consuming what types of video content in the UK?
  2. What does the digital video ad landscape look like?
  3. What should a campaign planner keep in mind when looking to buy digital video?

WHAT’S IN THIS REPORT? Our forecasts for digital video viewers, social video use, and digital video ad spend, plus a closer look at the complex landscape that media planners have to deal with when buying digital video inventory.

UK Digital Video Viewers, 2020-2026 (millions, % change, and % of population)
E-Mail ChartDownload

KEY STAT: Nearly three-quarters of the UK population will watch digital video content this year. Only the US will have a higher proportion than that. Knowing where to find your potential customers with the right content is therefore key.

Here’s what’s in the full report

3files

Exportable files for easy reading, analysis and sharing.

7charts

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

13expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Points
    3. Macroeconomic Trends Are Affecting Digital Video Advertising in the UK
    4. Digital Video Offers a Significant Opportunity for UK Marketers
    1. Building a Digital Video Ad Strategy Is a Complex Task: Here’s What You Need to Consider
    2. What the Digital Video Ad Landscape Means for Marketers
    3. Insider Intelligence Interviews
    4. Read Next
    1. Sources
    2. Media Gallery

    Charts in This Report

    UK Digital Video Viewers, 2020-2026 (millions, % change, and % of population)Leading UK Subscription Video-on-Demand (SVOD) Mobile Apps, Ranked by Unique Audience, Jan 2022 & July 2022 (millions and % change)
    UK Connected TV (CTV) Users, 2020-2026UK OTT Video Viewers, by Platform, 2020-2026 (millions, % change, and % of digital video viewers)
    Social Video: Average Time Spent in the UK, 2019-2024 (hrs:mins per day among population, % change, and % of total social media time spent)Social Networks: Average Time Spent by Users in the UK, by Platform, 2019-2024 (hrs:mins per day among users of each platform)
    Which Devices Do UK Teens/Adults Use to Watch Digital Content on Their TV Set? (% of respondents, Feb 2022)

    Interviewed for This Report

    Sunil Bhagwan
    AppsFlyer
    Vice President, Strategy
    Interviewed October 12, 2022
    Tal Chalozin
    Innovid
    CTO and Co-Founder
    Interviewed October 6, 2022
    James Cornish
    Vevo
    Vice President, International Sales
    Interviewed October 7, 2022
    Paul Gubbins
    Publica
    Vice President, CTV Strategy
    Interviewed October 12, 2022
    Emma Lacey
    Zefr
    Senior Vice President, EMEA
    Interviewed October 11, 2022
    Karen Nelson-Field
    Amplified Intelligence
    CEO and Founder
    Interviewed October 10, 2022
    Raman Sidhu
    Verve Group
    Senior Vice President, EMEA Sales and Global Partnerships
    Interviewed October 11, 2022
    Evelyn Swiderski
    Vevo
    Director, Communications
    Interviewed October 7, 2022
    John Tigg
    Yieldmo
    Executive Vice President, Global Buyer Development, and General Manager, International
    Interviewed October 3, 2022
    Raphaelle Tripet
    TripleLift
    Managing Director, Demand Sales, EMEA
    Interviewed October 13, 2022
    Craig Tuck
    The Ozone Project
    Chief Revenue Officer
    Interviewed October 12, 2022
    Oscar Wall
    Recurly
    General Manager, EMEA
    Interviewed October 12, 2022
    Alexander Yip
    AppsFlyer
    Solutions Architect
    Interviewed October 12, 2022

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    Download
    Report
    Deck
    The One-Pager
    Share
    Table of Contents
    Executive Summary
    Key Points
    Macroeconomic Trends Are Affecting Digital Video Advertising in the UK
    Digital Video Offers a Significant Opportunity for UK Marketers
    Building a Digital Video Ad Strategy Is a Complex Task: Here’s What You Need to Consider
    What the Digital Video Ad Landscape Means for Marketers
    Insider Intelligence Interviews
    Read Next
    Sources
    Media Gallery
    About This Report
    The UK is home to some of the most voracious digital video viewers, but planning a campaign across the plethora of video platforms is getting more and more complicated. An increase in ad-supported on-demand platforms is adding to the complexity.
    Topics
    Video Advertising
    United Kingdom
    Table of Contents
    Executive Summary
    Key Points
    Macroeconomic Trends Are Affecting Digital Video Advertising in the UK
    Digital Video Offers a Significant Opportunity for UK Marketers
    Building a Digital Video Ad Strategy Is a Complex Task: Here’s What You Need to Consider
    What the Digital Video Ad Landscape Means for Marketers
    Insider Intelligence Interviews
    Read Next
    Sources
    Media Gallery
    Download PDF

    authors

    Bill Fisher

    Contributors

    Vivian Dong
    Associate Forecasting Analyst
    Angela Kim
    Senior Researcher
    Paul Verna
    Principal Analyst
    Karin von Abrams
    Principal Analyst
    Debra Aho Williamson
    Principal Analyst