Video viewing 'one of UK's most popular digital activities'

Posted on: Monday 06 March 2017

Viewing digital video is more common than smartphone use in the UK, making it one of the country's most popular digital activities.

Viewing digital video is more common than smartphone use in the UK, making it one of the country's most popular digital activities.

This is according to new research from eMarketer, which shows 43.2 million people are estimated to watch digital video content at least once per month this year.

This equates to 65.1 per cent of the UK population, exceeding the 64.3 per cent who use smartphones. The figure is expected to continue to rise in the coming years, reaching 68.3 per cent in 2021.

Children under 11 and adults 55 and older are the demographics likely to push digital video viewership higher, with much of the long-form video streaming coming through platforms such as BBC iPlayer and Netflix.

Shorter content will be consumed through YouTube or platforms such as Facebook - which represent an opportunity to marketers. Research from Brightcove last year showed of the 47 per cent of UK adult social video viewers who watched branded content on social platforms, 43 per cent went on to make a purchase, a figure eMarketer senior analyst Bill Fisher described as "remarkable".

Topics

Related content

person sa at a computer

How is 2020 impacting online video ad spend?

Working with YouGov and our Video Steering Group, we take a closer look at what’s fuelling a rise in video ad spend this year

Learn more
LinkedIn-creates-pub-for -jobseekers

LinkedIn creates pub for jobseekers

The Linked Inn welcomed jobseekers for a drink, career advice and help with applying for suitable roles.

Learn more
The-Gym-Group-digital-higher-membership

The Gym Group's digital-first approach leads to higher membership

The Gym Group's dedication to integrated digital services, from its upgraded website to in-gym kiosks and staff training, has seen a 35.5 per cent...

Learn more
AI_ads

Lexus films first ad written by AI

The new Lexus advert, Driven by Intuition, has been entirely scripted using AI to create ‘the perfect ad’

Learn more

Why digital advertising works

Discover why digital advertising is effective for reaching your customers and building brands.