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Digital video is gaining ground in the UK, with Brits poised to spend an average of 53 minutes a day watching clips online in 2017.

While TV will still account for the lion’s share of viewing time, with UK adults watching three hours of TV every day, time spent watching videos on mobile will help accelerate digital growth.

The figures come from eMarketer’s first ever digital video viewing forecast, which has predicted that over the next 12 months individuals in the UK will spend more than 27 minutes each day watching digital videos on mobile alone.

The three-fold increase to daily mobile viewing time coincides with consumers spending more time than ever on their devices, and amid forecasts that indicate mobile’s share of ad spend will account for two-fifths of budgets this year. By 2019, eMarketer predicts that more than half of ad budgets will be spent on mobile media.

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