By 2014, US online video viewers will represent 77% of internet users
According to new forecasts by eMarketer, US online video viewers will represent 77% of internet users by 2014.
Additionally, as online video viewership increases, more viewers are watching full-length content such as television shows or films, not just short video clips.
In terms of advertising, this means that video advertising is expected to continue increasing, with eMarketer expecting US spending of $5.5 billion in 2014, up from $1.5 billion in 2010.
It is also predicted that video will contribute 15.2% of total advertising in 2014. This is up from 6% in 2010.
However, companies such as Hulu are beginning to offer a subscription to a plan that does not include adverts, as well as their ad-supported option.
UBS has estimated that 77% of US online video revenues will come from paid content in 2012, compared with only 23% from ad-supported media.
This follows news that 177 million US internet users watched online video in June.