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Global Digital Video Content Market to Generate USD 121 Billion by 2020, Reports Technavio
[September 26, 2016]

Global Digital Video Content Market to Generate USD 121 Billion by 2020, Reports Technavio


Technavio analysts forecast the global digital video content market to grow at a CAGR of close to 26% during the forecast period, according to their latest report.

The research study covers the present scenario and growth prospects of the global digital video content market for 2016-2020. To calculate the market size, the report considers revenue generated from various business models and types of digital video content. It also provides segmentation of the market by region and devices used.

"In 2015, video traffic accounted for 50% of the total mobile traffic, and it is expected to grow to 75% by 2020. Marketers believe that video content is the most effective form of marketing and gives the best ROI because people retain more than 55% of visual advertising, even after three days," says Ujjwal Doshi, a lead analyst at Technavio for media and entertainment services research.

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Technavio media and entertainment analysts highlight the following four factors that are contributing to the growth of the global solar control glass market:

  • Increase in demand for live video streaming solutions
  • Growing popularity of vertical videos
  • Increasing popularity of interactive videos
  • High viewer-control over content

Increase in demand for live video streaming solutions

Online video streaming provides easy access and content choice for customers. Sports is the most popular vertical with the largest live video streaming audience in the digital video content market. Platforms such as Ustream (News - Alert) and Livestream are extremely popular among consumers. TV channels, especially sports and news, offer live video streaing through their online channels like BBC iPlayer (BBC), WatchESPN (ESPN (News - Alert)) and CNNgo (CNN).



The global digital video streaming service market is growing mainly due to the flexibility of the services it offers. It is also expected that a large number of digital video service providers will venture into live streaming services during the forecast period.

Growing popularity of vertical videos


The rise in the global penetration of smartphones is rapidly increasing the consumption and popularity of vertical videos along with the digital video content on mobiles. As of 2016, nearly 30% of the consumers who access digital video content via smartphones use portrait orientation when compared to just 5% in 2010. In the same year, Snapchat Discover has been identified as one of the major platforms spearheading the growth of vertical videos, with more than seven billion video views per day.

Digital video content and service providers are increasingly adopting the vertical video format so as to optimize their content for smartphone-based viewers. The segment is expected to grow during the forecast period especially with digital content providers like National Geographic, Mashable, and Vox venturing into the production of vertical videos.

Increasing popularity of interactive videos

Interactive videos have become one of the major sources to learn about customer preference and to engage viewers, both online and offline. Viewers not only watch the videos but also click, swipe, and engage via the call-to-action overlays that give them an enhanced customer experience. The song Ink by British alternative rock band Coldplay became one of the most famous interactive videos and was awarded the 2015 Webby Award for the best use of this medium. The interactive video segment is growing mainly because of its performance as well as the customer engagement that can be more effectively evaluated and quantified than normal digital videos.

The increasing importance given to skill development in countries across the world is another reason for the growth of the segment. Interactive videos have become very helpful for students and professionals as it facilitates distance learning and access to quality content from any corner of the world. The consumer base of the segment is expanding with the easy availability of contents ranging from interactive study sessions to cooking lessons. "Platforms like Coursera and edX provide interactive learning options and also have tie-ups with universities like Harvard and Stanford. They host content that can be accessed for free or at affordable prices for people willing to learn," says Ujjwal.

High viewer-control over content

A wide variety of digital video content is available on the internet 24/7, either for free or on a subscription basis, on platforms like YouTube (News - Alert) and Netflix. Viewers can choose content from the multiple genres and watch at their convenience, usually without the interference of ads and breaks. Viewers have the option to skip ads, if they are embedded in the video, and go back to watching the content.

Digital video content platforms also provide user-friendly navigation options such as list of content, corresponding prices, and related content, giving the users more control over the content they are watching.

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About Technavio

Technavio is a leading global technology research and advisory company. The company develops over 2000 pieces of research every year, covering more than 500 technologies across 80 countries. Technavio has about 300 analysts globally who specialize in customized consulting and business research assignments across the latest leading edge technologies.

Technavio analysts employ primary as well as secondary research techniques to ascertain the size and vendor landscape in a range of markets. Analysts obtain information using a combination of bottom-up and top-down approaches, besides using in-house market modeling tools and proprietary databases. They corroborate this data with the data obtained from various market participants and stakeholders across the value chain, including vendors, service providers, distributors, re-sellers, and end-users.

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