Australians increasingly watching online videos

It’s still early days, but 24% (or one in four) Australians prefer to watch content through mobile devices and tablets than on TV. It is mostly for news and live sports, say analysts Frost & Sullivan. They predict that online video ad spend will be worth $513 million by 2018 – a five-fold jump on the current spend.

Meantime, figures from music video platform VEVO show that Australians were responsible for 317 million streams during January to June 2013. Worldwide, that figure was 24.2 billion.

MCM Media’s chief strategy and marketing officer Jonathan Hopkins said: “Advertisers follow consumers, consumers follow content, and consumers are primarily heading online for their entertainment.”

VEVO launched in Australia via a partnership with MCM in 2012