Video usage patterns are shifting from the television screen to the PC, tablet and mobile screens. Publishers and broadcasters are recognizing the trends and are building high-engagement video content packages for their enthusiastic audiences. Among the most promising strategies for publishers and broadcasters is producing more video for a seemingly insatiable digital audience, and then monetizing it through higher-CPM advertising.
In particular, younger audiences are driving the transition of video to the smaller screen. According to the Reuters Institute’s “Digital News Report 2013,” television viewership in the 18- to 24-year-old and the 25- to 34-year-old categories is half of the viewership of those 55+. Conversely, the younger age groups make up the lion’s share of usership online, and represent almost 2.5 times that of those 55+. The study was conducted in the United States, Brazil, Japan and six European countries.
Gfk corroborates the findings in the United Kingdom, saying 16- to 24-year-olds are the primary users of online news video, despite having an overall lower engagement with news, in general, compared to their older counterparts.
The data set is a part of a collection of 500 revenue and usership trends in mobile, social, Internet, tablet, video and other digital categories, published in the 200-page Global Digital Media Trendbook 2013. GDMT, in its eight year, is to be published by World Newsmedia Network, a not-for-profit media research company, in September 2013. To subscribe to the PDF report and/or the tablet edition, go to www.wnmn.org, or contact firstname.lastname@example.org.