The 2024 VideoElephant Rewind Report reveals significant trends in video usage, noting a 42% increase in average monthly video licenses by clients. COO Brian Cullinane emphasizes video’s critical role for publishers to attract viewers and ad revenue. Notably, vertical video licensing surged by 52%, indicating a shift as publishers adapt to mobile formats favored by younger audiences. Calming nature scenes gained popularity, while UGC content declined. This rise in video consumption, with 3.3 billion viewers worldwide, underscores the urgent need for brands to provide more video content.
This represents a huge increase in one year, and points to the importance that publishers are placing on video to drive viewers and ad dollars.
While publishers may have taken their time to embrace vertical formatting and the life or death importance of mobile, they are getting on board.
With 89% of consumers saying they want to see even more video content from brands, publishers have no choice but to get on board.
Less than 30% of users turn their mobile to watch videos horizontally, and this presents an opportunity that media companies can't afford to miss.
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