In this day and age of media consumption, we have so many more options as to where and how we get to watch or favorite shows and videos. With the influx of digital video, along with its growing popularity, more and more shows, movies and videos are being shown digitally, and not just on standard cable. Since more people are watching their programming digital, there has been a growth of original digital video that you can’t watch on normal TV.
After all, I’ve begun noticing more and more of original programming coming out of the woodwork myself these days. Just on Netflix, there was a list of shows available including
- House Cards
- Hemlock Grove
- Orange Was the New Black
- Marco Poplo
- Marvel’s Daredevil
I’ve even seen Sony’s video game platform, Playstation, come up with their own digital show on their online service (Playstation Network or PSN for short) called Powers.
Because of this, two-thirds of marketers and agency executives are expecting original digital videos to become as big as original television programming within the next 3 to 5 years. This expectation comes from a survey that was released by the Interactive Advertising Bureau (IAB) this week.
The growth of digital video has been growing significantly, with absolutely no signs that it’ll stop any time soon. Out of all the brand advertisers surveyed, they said that they’ve increased budget allocations for digital video by 90 percent of the past two years. Buyers can expect to increase advertising budgets and two-thirds siad broad cast cable TV ad budges are probably going to either stay where they are or even decline in the next year.
“This study demonstrates unequivocally that digital video is a fierce competitor for advertising dollars,” said Sherrill Mane, Senior Vice President, Research, Analytics, and Measurement at the IAB. “Brand advertisers and media buyers have been dramatically increasing their commitment to digital video, so all signs point up for this captivating form of storytelling as the industry rallies for the NewFronts.”