The average consumer will spend 67 minutes each day viewing online video content this year, up from last year's 56 minutes, according to new predictions.
Zenith's Online Video Forecasts 2018 anticipates significant growth in online video-viewing over the course of this year, fuelled in part by the new video capabilities of multiple social media platforms, smart TVs and the latest smartphones allowing for high-quality video streams.
Online video consumption is expected to increase even further over the next few years, with people predicted to be watching these for an average of 84 minutes per day by 2020.
Jonathan Barnard, head of forecasting and director of global intelligence at Zenith, commented: "The rapid rise in video-viewing makes online video the world's fastest-growing advertising format, creating new strategic and creative opportunities."
He added that brands without an online video strategy at present, therefore, need to think seriously about implementing one.