Digital video is changing and as a result so is the audience. Technology is constantly developing and this makes filmed content more appealing to a wider audience demographic. Mobile is helping accelerate growth, this coincides with consumers spending more time than ever on their devices.
It is predicted that over the next 12 months, individuals within the UK will spend more than 28 minutes per day watching digital video content on mobiles, with more than 43 million watching one video lasting longer than 2 minutes per month.
For many years, young people aged 14-25 fuelled mobile viewing figures. However, recently there has been a noticeable shift. Individuals aged between 50-64 have reduced their time in front of traditional TV and instead are spending more time watching videos on portable devices. Industry leaders have noted that older demographics are adapting to and adopting new technology which is having a direct result on increasing digital viewership. Even with the significant rise in figures, this group is still trailing behind the rapid adopters which are teens and millennials, but the gap is closing.
One of the main reasons as to why there has been this shift is due to the type of films being produced. Mobile viewing allows consumers to watch short pieces, whether these be videos or GIFs. Ninety percent of mobile content viewed is less than 10 minutes long. Those watching seem to prefer short films as these are more digestible and engaging. Most digital pieces are viewed in the morning and evening. This correlates to when many adults are travelling to and from work. Companies who release targeted videos during these times will attract higher viewing figures as well as sharing prospects.
The next area which is affecting spectator figures is the platform that content is shared on. Most are published on video platforms or social media such as YouTube or Facebook. Many creators have been integrating platforms, using micro and short form videos on social media platforms such as Facebook and long form on platforms such as YouTube.
As a rise in adult viewership is seen, it is no surprise that there has been an increase in digital ads and sponsored films. Ads are being produced with the aim of not disrupting the user viewing experience. Forty-eight percent of Adults watch branded videos on social media, 43% of these go on to make a purchase after doing so. This figure is staggering, it is also growing rapidly. The main cause of this figure is the type of product which is being produced. A branded video’s main aim is engagement with the viewer – if done correctly, as seen above, companies can reap the awards.
Businesses are now producing more digital videos to interact with followers and are building a more diverse audience as a result. The change in demographic provides a range of potential opportunities. We should expect to see more sponsored content as well as digital ads in the future as we see the older demographic viewership figures rise.
