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Video sees rapid growth, with some publishers doubling audience size

The much maligned “pivot to video” may have ended in a fiasco, but growth in video has continued nevertheless. The latest edition of the Magazine Media 360° Brand Audience Report was released this week, and it indicates a strong positive trajectory for publishers’ video audience numbers.

The 360º Brand Audience Report (BAR)—an award-winning industry metric—measures audiences across multiple platforms and formats to provide a comprehensive picture of consumer demand for magazine media brands.

According to the latest report, video audience has increased by 23.7% and mobile web grew by 5.6% across an audience of 1.8 billion for the 114 magazine brands included in their analysis. The increase was so significant for some publishers that they saw their video audience size double or even better, compared to the same month a year ago.

Video currently represents 9% of the Magazine Media 360° brand audience, closing the gap (chart below) from a year earlier and making it almost even with the web audience.

The brands which saw the highest growth in video views comprise a diverse mix of publishers, including The Economist, Fast Company, WebMD Magazine, Bon Appetit, Popular Mechanics, Road & Track, Town & Country, Esquire, Architectural Digest, AARP, House Beautiful, Brides, W, Car and Driver, and Cosmopolitan.

The continued rise in video audience numbers for publishers corresponds to the global, online video consumption indicators as seen in the latest WARC trends report.

This growth in video audience is also reflected in a recent report from the IAB and PwC. According to the revenue report, video remains the fastest growing ad format. The total spend on mobile video ads ($4.2 billion) now significantly dwarfs that of desktop ($2.8 billion), accounting for 59.7% of all digital video ad revenues. Total video ad growth overall is 34.8% year-over-year.

A separate research from Advertiser Perceptions has shown that almost two-thirds of advertisers increased their mobile ad investments last year. Smartphones now account for a majority of video plays both in North America and worldwide.

Click here to download the 360° Brand Audience Report.


Download WNIP’s new Media Moments 2018 report, which dives deeper into this year’s developments in publishing, and looks at what opportunities 2019 could usher in. The report is free and can be downloaded here.

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