By 2021, 80% of the World’s Internet Traffic Will Be Video [Cisco Study]
By Greg Jarboe
According to the latest Cisco Visual Networking Index (VNI) Complete Forecast, there will be nearly 1.9 billion Internet video users by 2021, up from 1.4 billion in 2016. The world will be watching 3 trillion minutes of Internet video per month by 2021, which is 5 million years of video per month. And video will continue to dominate overall Internet traffic – representing 80% of all Internet traffic by 2021, up from 67% in 2016. Let’s just take another look at those numbers:
- Video will represent 80% of all Internet traffic by 2021
- There will be nearly 1.9 billion Internet video users by 2021
- They’ll be watching 3 trillion minutes of video per month by 2021
Now, Cisco began making these kinds of forecasts in 2006, so maybe the latest one doesn’t create the kind of future shock that the first one did. Or, maybe human beings have difficulty trying to comprehend incomprehensibly large numbers. So, let’s try to break Cisco’s forecasts down into something slightly more manageable for video marketers to understand and act upon.
1.9B Internet Video Users by 2021
Traditional marketers love big numbers. So, they’ll be tempted to use Cisco’s data, which shows the number of Internet video users growing from 1.4 billion in 2016 to 1.9 billion in 2021, to make internet video appear to be a mass medium. But, it isn’t.
For starters, Cisco projects the number of Internet users with increase from 3.3 billion in 2016 to 4.6 billion in 2021. So, only 42% of Internet users were video users last year, and this percentage will actually dip to 41% four years from now. Oh, and 4.6 billion Internet users represented just 58% of the global population. So, less than 24% of the global population in 2021 will be Internet video users. So, video marketers shouldn’t jump to the mistaken conclusion that the “reach” everyone. They don’t.
But, video marketers can and do reach large segments of the global population. It’s just that they live in more than 88 countries and speak a total of 76 different languages. And while some segments are watching videos for entertainment, others are looking at food-related content, such as recipes, and cooking demonstrations. Besides, you don’t need everyone to see your branded content, video ad, or sponsored campaign. You only need to reach the viewers who may be interested in what you offer. Unfortunately, most video marketers don’t make that effort. Nielsen surveyed more than 30,000 people around the world last year and found that 66% said most ads in video-on-demand content are for products they don’t want.
But, some video marketers have discovered the benefits of segmentation. For example, Anheuser-Busch’s Lime-A-Rita learned about the power of making relevant video ads for a segment of the market earlier this year. Although their brand awareness was high, this wasn’t translating into increased brand consideration.
That was until they honed in on a female audience and turned to contextual advertising – the practice of developing contextually targeted, hyper-relevant …read more
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