In 2015, mobile viewing time of digital video surpassed desktop for the ﬁrst time among US adults. After 2017, desktop viewing time of digital video will start to decrease. For the last few years, marketers have said that traditional TV’s time was up and that digital video was rapidly replacing it. Well, today’s research tells us otherwise, as TV continues to capture more viewing time and ad spend. But what does tomorrow hold for TV? vs. DIGITAL VIDEO TV Despite the growth in digital video watching, traditional TV still captures the majority of Americans’ video viewing attention, as well as ad dollars. or Is TV’s Time Up? TIME SPENT VIEWING VIDEO MOBILE HAS VIDEO VIEWING GOING IN A DIGITAL DIRECTION A PREVIEW OF SHIFTING AD DOLLAR DISTRIBUTION While digital video viewing is increasing, TV still dominates—with 3X more time spent watching the traditional channel over digital video. 3X Only Time Will Tell Tomorrow’s TV Viewing Habits Since 2012, total TV viewing time has decreased every year. And the amount of time spent watching TV is directly related to the age of the viewers, with each younger demographic watching less and less of the traditional media channel. Average US TV viewing times in 2016 of US adults’ video viewing time was spent on TV. was spent on digital video. 78.4% 21.6% Mobile devices have become a part of our daily lives, which is driving the growth of digital video. Today, TV still earns the most video-based ad dollars. But as digital video demands more of viewers’ time and attention, the total ad spend will follow and a larger share of these dollars will be directed toward digital video. Total TV viewing times are predicted to decrease each year for every age group. adults ages 18 to 24 adults over age 65 all ages of adults 2h22m 6h3m 4h19m While TV still grabs the majority of attention and ad dollars, watch for a growing share to shift in digital video’s direction. But rather than one replacing the other, viewing will simply evolve to give viewers the best of both media. SOURCES: EMARKETER.COM, MEDIAPOST.COM Twitter: @MDGadvertising.com mdgadvertising.com in 2016 in 2018 Digital Video’s Total Ad Share INCREASE OF 1.2% 5.5% 6.7% TV’s Total Ad Share in 2016 in 2018 39.2% 36.8% DECLINE OF 2.5% @MDGadvertising by

TV vs. Digital Video: Are We Tuning In or Streaming Out? [Infographic]

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Page 1: TV vs. Digital Video: Are We Tuning In or Streaming Out? [Infographic]

In 2015, mobile viewing time of digital video surpassed desktop for the first time among US adults.

After 2017, desktop viewing time of digital video will start to decrease.

For the last few years, marketers have said that traditional TV’s time was up and that digital video was rapidly replacing it. Well, today’s research tells us otherwise, as TV continues to capture more viewing time and ad spend. But what does tomorrow hold for TV?

vs. D I G I T A L V I D E OT V

Despite the growth in digital video watching, traditional TV still captures the majority of Americans’ video viewing attention, as well as ad dollars.

Is TV’s Time Up?

TIME SPENT VIEWING VIDEO

MOBILE HAS VIDEO VIEWINGGOING IN A DIGITAL DIRECTION

A PREVIEW OF SHIFTINGAD DOLLAR DISTRIBUTION

While digital video viewing is increasing, TV still dominates—with 3X more time spent watching the traditional channel over digital video.

Only Time Will Tell Tomorrow’sTV Viewing Habits

Since 2012, total TV viewing time has decreased every year. And the amount of time spent watching TV is directly related to the age of the viewers, with each younger demographic watching less and less of the traditional media channel.

Average US TV viewing times in 2016

of US adults’ video viewing time was spent on TV.

was spenton digitalvideo.

78.4% 21.6%

Mobile devices have become a part of our daily lives, which is driving the growth of digital video.

Today, TV still earns the most video-based ad dollars. But as digital video demands more of viewers’ time and attention, the total ad spend will follow and a larger share of these dollars will be directed toward digital video.

Total TV viewing times are predicted to decrease each year for every age group.

adults ages18 to 24

adults overage 65

all agesof adults

2h22m

6h3m

4h19m

While TV still grabs the majority of attention and ad dollars, watch for a growing share to shift in digital video’s direction.But rather than one replacing the other, viewing will simply

evolve to give viewers the best of both media.

SOURCES: EMARKETER.COM, MEDIAPOST.COM

Twitter: @MDGadvertising.commdgadvertising.com

in 2016 in 2018

Digital Video’s Total Ad Share

INCREASEOF 1.2%5.5% 6.7%

TV’s Total Ad Share

in 2016 in 2018

39.2% 36.8% DECLINEOF 2.5%

@MDGadvertisingby