Media Trends in 2016 Continue to Favor Video


Each year AdWeek releases their Digital Content NewFronts – a robust study of digital media and marketing stats – to see what was hot last year, and where the trends for online content are heading next. Here are some BIG conclusions coming out of this year’s presentation:

Spending it All on TV is No Longer Powerful
According to the Interactive Advertising Bureau’s 2016 Video Ad Spend Study, which surveyed 360 marketing and media buying professionals, 72% will slow their TV ad spend in an effort to increase their use of digital video advertising. Among those who said they’re increasing digital video spend, 41% said they were pulling the money out of Cable TV, while 47% said the funds would come out of Broadcast TV. 

There’s a New Popular Press in Town
Since last year, BuzzFeed’s audience grew from about 2.8 billion monthly views to more than 7 billion. About 75% of their content is viewed off of their site, including 14% on YouTube and 23% on Facebook.

Video Views aren’t Just for YouTube Anymore
Since PopSugar debuted its Facebook show, PopSugar Rush, the publisher’s video views jumped 452%. 

Hulu’s Growth is Undeniable
Online video giant Hulu’s subscriber base has grown more than 30% from last year and will reach 12 million U.S. subscribers by June 2016.

“Hulu is TV, and the fact that 70 percent of our viewing happens in a living room environment just reinforces that idea to the market,” said Peter Naylor, SVP of Advertising Sales with Hulu.

America On … Video?
AOL streams about 1 million hours of live programming a day across all its global partnerships—distributed, owned, or AOL-powered channels, CEO Tim Armstrong said. Who knew AOL would have such staying power??

Yahoo Continues to Tread Water as Sharks Circle
It’s about to get acquired by Verizon, Google, DailyMail or another media company, but ride-or-die Yahoo met with ad buyers this week to drum things up. And in 2016, Yahoo says it will broadcast 400 live sports events in hopes of driving viewership and engagement.  Yahoo’s givin’ it all she’s got Captain!

People Crave Mobile Content
Bloomberg Media revealed that it’s now garnering 20 million monthly video views while doubling its video streams in the past year. What’s more, its mobile users are up more than 25%.

If you noticed, there’s an overarching trend in this list that can be summed up in one word … VIDEO. Whether it’s a 15 second attention grabber, or a full documentary uploaded to Facebook, there‘s no denying that video content is the preferred method of communication online.

Do you have a story to tell?