November 2014

How Technology
Is Changing Media

An in-depth look at how BuzzFeed is leading the industry’s trends in social, mobile, and video.

Mobile

Social may be how content is distributed today, but mobile is how it’s consumed.

Mobile has taken the lead as the primary platform for social and sharing, and usage continues to rise.

60+%

of time spent on
social is on mobile.

(US Adults/eMarketer)

Just as with social, millennials are a driving force behind mobile’s huge growth.

2h51 per day

US adult smartphone users

5h12 per day

US 18-34 year old smartphone users

(eMarketer)

Social content can no longer spread if it isn’t viewable and shareable on mobile.

Today, 2 out of 3 people who read BuzzFeed are doing so on a mobile device. Because of this, BuzzFeed’s content is created for mobile first, resulting in more mobile traffic and higher sharer rates.

60%

of BuzzFeed's social traffic is on mobile.
(Google Analytics)

BuzzFeed’s mobile share rates are 2X higher than its desktop share rates. (Google Analytics)

People aren’t just reading content on mobile anymore, they’re watching it.

Despite the smaller screens, mobile is now the primary platform where digital videos are consumed.

72%

of smartphone users watch video on their device. (eMarketer)

US adults spend 50% more time watching digital video on mobile than desktop. (eMarketer)

BuzzFeed Motion Pictures is devoted to creating moving image content from an animated GIF to a feature film, all with mobile in mind.

50+%

of BuzzFeed’s video views are on mobile. (YouTube Analytics)

The ease of consuming BuzzFeed Videos on mobile has allowed for unprecedented growth and scale.

Monthly BuzzFeed Video Views BuzzFeed Video Subscribers
60MM
500MM
1MM
9MM
2013 2014
2013 2014

(YouTube Analytics, Facebook, Syndication Partners)

Mobile ad spend is growing rapidly, but brands who invest in mobile-ready solutions now will win.

By getting ahead of the trend, brands will be able to understand, experiment with, and become market leaders in mobile advertising.

Video

Among millennials, there are now more users of online video than TV.

Mobile video is also cutting into TV’s engagement levels.

60MM
67MM
18-34 year old TV users 18-34 year old digital video users

(Nielsen)

Most US adults, particularly millennials, are using at least one other device while they watch TV. (eMarketer)

BuzzFeed’s viewing data suggests that millennial attention is shifting to digital video.

72%

of BuzzFeed video viewers are aged 18-34.
(YouTube Analytics)

Mobile BuzzFeed video views start to peak in the evening, coinciding with Prime Time.

Hourly
video
plays

12am 3 6 9 12 3 6 9 11pm

(YouTube Analytics)

TV commercials became popular because of two big advantages: huge reach and ability to deliver a message using sight, sounds, and motion. But those advantages don’t just apply to TV anymore.

The rise of digital video and animated GIFs has opened the door for impactful and visual advertising on the web, which is also where people are spending more of their time.

US adults now spend 29% more time on digital than TV. (eMarketer)

BuzzFeed’s reach now rivals that of the largest TV networks, and is even bigger among millennials.

Monthly US Reach

Fox News
CNN
Bravo
MTV
Comedy Central
BuzzFeed
FX
AMC
CW
NBC
CBS

0

63M

125M

188M

250M

250M

188M

125M

63M

BuzzFeed
Fox News CNN Bravo MTV Comedy Central   AMC FX CW NBC CBS

(Nielsen, comScore)

Monthly US Reach (18-34 year olds)

Fox News
CNN
Bravo
AMC
CW
MTV
Comedy Central
FX
NBC
CBS
BuzzFeed

0

13M

25M

38M

50M

50M

38M

25M

13M

BuzzFeed
Fox News CNN Bravo AMC CW MTV Comedy Central FX NBC CBS  

(Nielsen, comScore)

Ad Spending

Overall, consumers are spending more time on social, mobile, and video, but ad spend is out of sync with these trends.

Share of Time Spent & Media Spend, US

Percentage of Time Spent

Percentage of Ad Spend

50%

25%

0%

46.3%
28.2%
36.6%
38.1%
Digital
TV

50%

25%

0%

11.8%
8.6%
3.5%
17.6%
Radio
Print

50%

25%

0%

46.3%
28.2%
36.6%
38.1%
11.8%
8.6%
3.5%
17.6%
Digital
TV
Radio
Print

(eMarketer)

Globally, these trends are spreading even faster. In the coming years, mobile and video will become the primary ways we consume media worldwide.

79%
BuzzFeed Research

of the world's internet users are also mobile internet users. (eMarketer)

By 2018, smartphones will overtake non-smartphones, skyrocketing to 3.5 Billion consumer devices worldwide. (Cisco)

By 2018, online video will be the most highly penetrated residential service globally, with a projected 1.9 Billion users. It will outpace digital cable, time-delayed TV, video on demand, online music, online gaming and social networking. (Cisco)

Projected Global
Mobile Video Users

1B
2.4B
2014 2018

(Cisco)

Global mobile video users will grow by 2.4X between 2014 and 2018.

(Cisco)

(Cisco)

Share of Total Global Media Spend

2014

2016

Digital Video

Mobile

TV

1.6%
2.2%
6.7%
13.3%
37.4%
36.3%

0%

25%

50%

50%

25%

0%

1.6%
2.2%
6.7%
13.3%
37.4%
36.3%
Digital Video
Mobile
TV

(eMarketer)

But even as global users adopt mobile and online video faster than TV, global advertising dollars are not being shifted quickly enough to catch up.

As global brands push toward these trends, those who act sooner will have the advantage. Identifying socially savvy, mobile-first, video-ready partners like BuzzFeed will be the key to success.