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Mobile and video already go great together as it is, enabling millions of consumers to watch streaming videos and other content with ease from their smartphones and tablets. But according to a new report from Publicis’ ZenithOptimedia unit, both are going to get even bigger next year.
As reported by Mediapost, the company indicates that 2016 will be “the year” for both these mediums, where more people will watch video on a mobile device compared to a non-mobile device.
What makes this statement so significant, according to the company, is online video becoming one of the fastest-growing media outlets, on the verge of disrupting an even bigger platform: television. Of course, we’ve discussed earlier this week how streaming services are putting a dent in television’s considerable audience, but ZenithOptimedia sees an even more accelerated adoption of digital video consumption that will start to show a negative impact on traditional television next year.
“We forecast that the number of regular linear TV viewers will rise 3.1 percent in 2015, but then shrink by 1.9 percent in 2016 and 0.9 percent in 2017,” said the report, adding that “the amount of time people spent watching linear TV has been in slow decline for several years (and) we now predict that next year the number of viewers to start to decline as well.”
Spending from advertisers will also see a shift as well. “Advertising expenditures on online video will soon account for an eighth of total Internet ad spending,” said the report, with an estimate of $16.1 billion worldwide for this year, and an expansion to $23.7 billion by 2017.
Online video current represents about half the worldwide online video ad marketplace by $8.5 billion, according to the report. As far as how much time is spent watching these services, last year shows that nearly 60 percent preferred non-mobile devices, compared to just over 40 percent using mobile. These numbers, however, will shift over the next couple of years, seeing an increase in mobile and a drop in non-mobile.
It’ll be interesting to see where these numbers end up – and just where traditional television will be affected in the long run.