Brand advertisers and their agencies have caught on in a big way to the massive audience shift that’s been occurring over the past 24 months from TV to multi-screen video.
In fact, a recent survey found that 70% have shifted TV ad money to video this year, including 35% of them that have shifted more than 40% of their TV ad budgets.1
The number of agencies reporting they will shift broadcast TV ad dollars to video in 2015 jumped 76% from last year and the number reporting they will shift cable TV ad dollars jumped 40%.
Brands are even more eager to move TV budgets online. The number of brands reporting they will shift cable TV ad dollars jumped 300% from 2014.2
Why?
Because the audience has already shifted viewing habits dramatically and there are no signs of a let up, thanks to the proliferation of mobile and portable devices.
In fact, YouTube now reaches more 18-49 year olds than any cable TV network. Not surprisingly, more than 50% of YouTube’s traffic is now mobile.3
The top ten channels on YouTube have more subscribers than all U.S. cable, satellite and pay TV systems combined (176 million vs. 100 million), and 225 million unique viewers now watch video each month in the U.S.
U.S. Millennials now equal Baby Boomers in numbers (75 million) but 15% fewer Millennials watch TV, preferring to consume video on desktop and mobile devices only.4
Head spinning yet?
Don’t worry, we got you covered. We packaged all these stats in this fetching infographic, which you can get for free just by clicking the big orange button. Hope you enjoy!
1 Source: eMarketer.com, "Programmatic Video Takes a Bite Out of Budgets"
2 Source: BusinessInsider.com, "$25 billion in media money just went up for grabs—and nobody can agree on why"
3 Source: Recode.net, "Half of YouTube’s Traffic Is Now From Mobile"
4 Source: Mobile Marketing Daily, "Millennials Spend More Time With Mobile, Impacts TV Time"