Forget the Year of Mobile — It’s Actually the Year of Video
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As much as we all talked about 2013 finally being the Year of Mobile, I’m convinced that it actually is going to be the Year of Video. Here’s why:
Viewing is growing on video, with more time spent on more devices. Too much is made of falling network prime-time ratings. According to our estimates at GroupM, overall video consumption is up year on year by about 3.7%, assisted by viewing of streaming video on PCs, connected TVs and mobile devices. According to the latest comScore, on average, 183 million Americans view 215 videos each month online. Mobile’s big boost is also being driven by video, with Cisco forecasting that by 2016, two-thirds of mobile traffic will be viewing video.
Dynamic content is growing audiences. The rules are being re-written on the back of strong original programming investment. Cable network AMC’s “Walking Dead’ was the second highest rated show on prime-time television, beating top network shows such as FOX’s “American Idol” and ABC’s “Modern Family” in straight 18-49 ratings. Netflix’s “House of Cards” reportedly pulled in 2.7 million viewers in its first 12 days, which is about the same as what premium cable network Showtime’s pilot of “Homeland” achieved in live and on-demand viewing when it launched in 2011.
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