How Much Time, on Average, Do You Think Viewers Worldwide Spend Online Watching Video Daily?

Jul 16, 2018  •  Post A Comment

A study of video viewing that was just released says online video is the world’s fastest-growing advertising format. MediaPost reports that Zenith’s Online Video Forecasts 2018 determined global viewers spend an average of 67 minutes a day watching online video content.

That number is up from 56 minutes last year, and is expected to rise to 84 minutes by 2020.

“Viewers in China are the most avid, spending 105 minutes per day, followed by Russia (102 minutes) and the U.K. (101 minutes),” MediaPost reports, adding: “Advertisers, naturally, are following these eyeballs. Zenith predicts online video ad spend will reach $43 billion by 2020, up from $27 billion in 2017, and soon will account for 30% of display ad spend. Furthermore, by 2020, Zenith expects online video ad spend to be 23% of the size of television ad spend, up from 14% in 2017.”


  1. There is a huge opportunity for Netflix and others to do limited sponsorship similar to PBS with no disruption to programming and a commitment to no subscription increases for a period of time

  2. So many people around the world lacking broadband access or smartphones (for example, almost half of China’s population have no mobile or feature phone – larger than the total US population), Thus, it is nearly impossible mathematically for the average person to be spending 67 minutes day with online video (it would mean every person with a smartphone is spending almost 2 1/2 hours – which has been verified elsewhere by companies like Nielsen). In order to do an apples-to-apples comparison among all media, you need to consider both people who use a medium and those who do not. For example, one person might read a newspaper, but not play videogames, while the opposite is true of the next person, but both people have been counted in determining newspaper usage and videogame usage. If you only chose people using a medium, it would skew the average and all of sudden the average person is spending 14 hours with media, which is unrealistic. Thus, when you factor everyone into the equation, the average global consumer is spending about 7 hours a day with media content, of which about 20 minutes per day is with digital video according to PQ Media.

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