A study conducted by eMarketer has found that digital video viewing is the most popular digital activity in the UK, behind only general internet use. The study estimated that 43 million Brits, or 65% of the entire population, will watch video digitally via any device at least once per month this year. When looking solely at smartphone-users, this proportion is expected to rise to nearly 70%. The most used platform for watching short-form videos will be YouTube, whilst the two most popular platforms for watching long-form videos will be iPlayer and Netflix. eMarketer notes that this presents challenges to advertisers, who cannot advertise on these two platforms, and are therefore likely to look to YouTube or Facebook for pre-roll video ads.