Growth in mobile video revenue will be driven by advertisers seeking to reach an increasing audience of users that are consuming video on their smartphones and tablets. Users of mobile video will more than double to 2 billion users by the end of 2022, equal to 36 percent penetration among the global mobile users.
The report by Strategy Analytics said that the strongest growth in mobile video revenue will come from advertising-funded content as advertisers look to catch up with the increasing quantity of video consumption. The report noted that advertising spending on mobile video will grow at a 28 percent CAGR in the next five years.
Social platforms with audience scale, like Facebook, Twitter, WeChat and others are increasingly looking to video to increase user engagement rates while reducing churn, but will offer potential for monetization in future.
Nitesh Patel, director at Strategy Analytics, said that despite growing video consumption on mobile devices, advertiser expenditure on mobile video has yet to catch-up with this growth. New modes of mobile video services such as live streaming platforms like Periscope and Facebook Live are focused on building audience before revenue.
The report from Strategy Analytics noted that social networks have launched live video streaming as a tool to increase user engagement and to extend the time spent by users while inside of social networks.