NEW YORK — New research on digital
video consumption says 2016 will be
the first time more than half of the U.S.
population will watch TV shows online
at least once a month. eMarketer reports
that, this year, 164.5 million Americans
will watch digital TV (a 48-percent increase from 2015) — representing 50. 8
percent of the U.S. population.
Yet traditional TV still dominates.
This year, 205.7 million U.S. adults will
watch TV through traditional channels.
By 2018, that figure will slide to 202.1
million U.S. adults.
Paul Verna, eMarketer’s senior analyst,
says the research points to a growing em-
brace of over-the-top (OTT) video, partly
at the expense of traditional TV. “This
trend is driven by an expanding range
of viewing devices, by favorable shifts in
consumer behavior, and by a flood of new
content from streaming services,” Verna
Viewership of streaming movies is increasing but will remain smaller than that
of TV through 2019. This year, 120.6
million Americans will watch movies on-line at least once a month. That equates
to 37. 2 percent of the population and
45. 4 percent of Internet users.
Total digital video consumption,
which includes everything from TV
shows, movies, news, and even ads, will
continue to rise. In fact, by 2017, more
than two-thirds of Americans will watch
digital video at least once a month.
Among millennials, the figures are
even more staggering:
; 93.7 percent of millennial Internet
users will watch streaming video
this year, with that figure climbing
to 94.1 percent by 2019.
; 96.5 percent of Internet users between 18 and 24 will watch streaming video this year, reaching a near-saturation point.
Verna says, “They’re among the heaviest users of smartphones and tablets. They
routinely use those devices — along with
laptops and connected TVs — to watch
everything from ‘how-to’ clips, gaming
streams, humor videos, and news blurbs
to sports highlights, educational content,
music clips, and scripted dramas.”
More Than Half of Americans Will Watch Streaming TV in 2016
BY DOUG MCPHERSON
CoreMedia Systems expands
its senior leadership team by
promoting four long-time employ-
ees (from left to right in the
photo at left): Joe
to vice president
of client perfor-
to vice president/
director of product
is now vice president/director
of client services; and Gregory
Brooks becomes director of
Northern Lights Direct
releases its 2016 Direct Response
Outlook report, which covers the
media marketplace amid the 2016
election, the Summer Olympics,
and TV trends. You can find the
Multichannel Merchant names
Ship-Right Solutions, a third-
party logistics firm that specializes
in direct-to-consumer fulfillment,
customer service, and data
management, a Multichannel
Merchant Top 3PL for 2016.
Nu Wave LLC introduces the
Nu Wave Oven Pro Plus in red,
bringing a bold new color choice
to its best-selling countertop
oven line.;With almost 5 million
Nu Wave Ovens sold to date, the
company says this colorful model
creates a new reason to buy and
an attention-getting focal point
Concepts TV Production hires
Jon Calderaro as a senior
producer for the East Coast
branch. Calderaro was director
of West Coast operations for
Concepts from 2000 to 2008.
Additionally, broadcast public
relations veteran Sky Hanstein is
leading the expansion of the com-
pany’s Concepts Video: Corporate
Communications division. He
recently completed a successful
live satellite media tour promoting
National School Choice Week in
San Francisco. Concepts Video
will now offer satellite media
tours and video news release ser-
vices, under Hanstein’s purview.
Creative Compound names
Andrew Stum its new vice
president of client services. Stum
brings more than 14 years of
direct response experience to the
Bespoke Marketing, a Toronto-based marketing firm that focuses
on live shopping sales, hires Rose
Mann and Ines Popovic, both
formerly of Thane Direct.
Ameridial, Northeast Ohio’s
customer service solution center,
announces two promotions: Matt
McGeorge is named executive
vice president, and Craig Vretas
is named vice president of healthcare services.
Autobytel Inc., a provider of
online automotive services,
announces the two overall
winners of the 2016 Autobytel
Car and Truck of the Year
Awards:;Chevrolet and Honda for
the redesigned 2016 Chevrolet
Volt and 2016 Honda Pilot.