But, according to THR, despite a significant number of Americans engaging with online video, ad revenue on video isn't as significant. The study cited data estimates from eMarketer showing that digital news video only accounts for $4.15 billion of the $42.58 billion in digital advertising revenue in 2013.
Online "news video does not necessarily have a clear or simple path to becoming a major form of news in the future," the authors of the report wrote. "Producing high-quality video -- or even streaming it live -- can be costly, and the payoff is not clear. Video advertising, while on the rise, amounts to just 10 percent of all digital ad revenue and just 2 percent of total ad revenue."
The Pew Research Center survey arrives as many legacy news organizations are increasing their investment in online video and competing with new media outlets in the space.
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