The 2024 VideoElephant Rewind Report also revealed a marked 52% increase in the amount of vertical video that publishers and broadcasters licensed this year. This is surprising because publishers have been slow to embrace vertical video, a format suitable for mobile play, and critical to their futures as they try to attract, retain and monetize younger audiences. According to recent stats, video viewers are up to 3.3 billion worldwide, with 89% of consumers saying they want to see even more video content from brands so publishers have no choice but to get on board. According to recent research, less than 30% of users turn their mobile to watch videos horizontally and, as such, presents an opportunity that media companies can’t afford to miss.
Says VideoElephant Chief Commercial Officer Brian Cullinane, “This represents a huge increase in one year, and points to the importance that publishers are placing on video to drive viewers and ad dollars.” Calming nature scenes, also known as Zen videos, saw the most traction during this period, and UGC videos seem to have lost popularity in favor of curated influencer videos.
Adds Cullinane, “While publishers may have taken their time to embrace vertical formatting and the life or death importance of mobile, they are getting on board, realizing that they need to reach younger users where they are – on their phones.”
Finally, the Rewind Report also revealed a dramatic increase in the amount of video ingested by VideoElephant in 2024, meaning that channel owners and content creators are progressively recognizing the opportunity to drive supplemental revenue by licensing and/or syndicating their content to other web publishers, creating additional advertising opportunities for all involved.
The VideoElephant REWIND Report measures video use by its client publishers on a monthly basis. As a video solutions company, VideoElephant provides businesses and brands worldwide with the content, expertise and technology needed to drive success across streaming platforms, online media and digital screens via single VOD assets, feeds, playlists and FAST channels.
Building on its legacy as the world’s largest library of premium, brand-safe, rights-cleared video, the company offers sourcing, licensing, curation, monetization and distribution solutions as well as access to billions of impressions and millions of viewers around the world. Leveraging VideoElephant, producers, publishers and advertisers can scale their video strategy while growing audiences and revenue. The company was founded in 2012 and has offices in Dublin, New York and Los Angeles
