Mobile is playing a critical role on the transformation of television with its increasing influence in how people are consuming video content due to its ease of use and accessibility, according to new research from the Streaming Video Alliance, a global industry forum comprised of leading companies from the online video ecosystem. The org’s new Mobile Video: Exposed report, which explores consumers’ perceptions and behaviors around watching video on mobile phones, confirms that 40% of people watch an hour or more of video on their smartphone each week, and 25% watch more than two hours.
“The trend toward mobility has consumers watching more content away from primary televisions, which is playing an important role in the evolving television experience,” said Jason Thibeault, executive director of the Streaming Video Alliance, in a news release. “This year’s report strongly validates this trend, and reveals how mobile is beginning to supplement other connected devices to consumer content, triggering organizations to begin thinking more about mobile as part of their overall viewing experience. We look forward to continuing to address these key industry and online video challenges that will help the community foster collaboration and growth.”
Key findings from the 2016 report include:
- Apple iOS is the dominant mobile operating system through which consumers watch video, while Android is a close second.
- Millennials are watching more video on mobile than other demographics and tend to stream video from applications. They are also more likely to watch mobile video, if they don’t have to pay for additional data.
- Consumers are most often watching video on their phone while at home, indicating that under certain circumstances people would rather watch video on mobile than on the television.
- YouTube is the dominant source for video on mobile phones, despite the growth of premium OTT providers
- Buffering and data usage are the top frustrations for mobile video watching.
- Consumers prefer to watch video over WiFi but will use cellular data to get the content they want when WiFi is not available.
- If consumers had access to more data, they would watch more video on mobile—however, they do not want to pay for it.
Conducted by the Streaming Video Alliance, the report was based on a survey of 500 respondents in the U.S.
Source: Marketwired; edited by Richard Carufel