Current market data states that many internet users consume online video every day, with 50 percent of U.S. internet users doing so. Google Sites, which include YouTube, are ranked at the top of U.S. online video properties, currently attracting a steady minimum of over 164 million unique viewers per month. Other popular U.S. video sites are Yahoo! Sites, VEVO and NDN, which stand out due to user engagement or number of streams. With the increasing usage of mobile devices such as smartphone and tables, the current worldwide mobile video traffic is also estimated to amount to 4.4 million TB per month. The number of mobile phone video viewers in the United States is projected to reach 179 million in 2020. Currently, viewers aged 18 to 24 spend the most time on smartphone video content – 83 minutes per week.
Apart from popular video content platforms, several video-on-demand companies have made their name in the area of paid streaming content with Netflix being the most prominent example. Netflix’s 2017 revenue amounted to almost 11.7 billion U.S. dollars, and the company has plans to increase its spend on movies and shows in 2018. Popular Netflix Originals include critically acclaimed drama series such as House of Cards, Orange Is the New Black and two Marvel properties featuring heroes Daredevil and Jessica Jones. Netflix’s 2018 releases will increase the company’s ever-growing catalogue of original content, and with new instalments of popular series and brand new films and shows coming up, it will be interesting to see if revenues continue to increase. Other popular SVoD providers in the United States are Amazon Prime Video and Hulu. In total, over 34 percent of TV viewers in the United States use streaming services to watch digital video content on their TV, and according a survey held in 2017, consumers cited original programs made by the service provider as the leading reason why they would sign up to subscription video on demand services.
Digital video advertising has also been a growing trend in the United States and is projected to reach 17.56 billion U.S. dollars in 2019. Viral video marketing, as well as online video sharing are two important factors in the quickly expanding market. Brands have also started to take advantage of the video medium and are producing brand videos and digital content. The most followed brand channels on YouTube include LEGO and Vat19.