Online video consumption is one of the most popular internet activities worldwide. According to recent industry data, online video penetration has is near universal in a number of leading online markets with Saudi Arabia leading at a 98 percent online video usage reach as of January 2017. In 2020, the number of digital video viewers in the United States is projected to surpass 232 million. The most regularly watched categories of YouTube audiences in the United States were videos uploaded by people or brands.
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 2016 revenue amounted to 8.83 billion U.S. dollars. The company also started to produce original content - 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. Other popular SVoD providers in the United States are Amazon Prime Video and Hulu. In total, 37 percent of TV viewers in the United States use streaming services to watch digital video content on their TV.
Digital video advertising has also been a growing trend in the United States and is projected to reach 14.38 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 producing brand videos and digital content. The most-followed brand channels on YouTube include LEGO, Vat19 and Red Bull. Red Bull was also the most social video brand in 2016, having accumulated over 27 million social media content shares.
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