Media agency ZenithOptimedia measures activity across 57 international markets, and says that through 2016, consumers will spend an average of 19.7 minutes watching online video on their mobile devices, compared with 16 minutes via desktops and connected TVs.
The increase marks a 39% uptick on the 2015 mobile viewing total and is being driven by 4G, better data connections and a wider penetration of low-cost devices.
Zenith says that although online video viewing is increasingly mobile, most of the ad dollars still currently goes to reaching people via fixed devices, but that situation will change.
By 2018 mobile ad spend will equal that of fixed, it says, generating US$30.1 billion around the world.
The media agency added that for brands online video is being viewed as complementary to traditional TV.
“Online video can add incremental reach to television campaigns, particularly among the young and well‐off consumers who tend to be the heaviest users of online video,” Zenith said.
Jonathan Barnard, head of forecasting at the company said: “The spread of mobile devices and high‐speed connections means consumers will have online video content at their fingertips throughout the day.
“This creates new opportunities for advertisers to communicate with consumers, using online video ads to combine the brand‐building power of audiovisual advertising with pin‐point targeting and personalisation.”