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Study: Screen Size for Video Consumption Changing

28 Sep, 2015 By: Erik Gruenwedel

In an age of on-demand video viewing across portable media devices, Internet-connected television remains the preferred choice for video content 30 minutes or longer, according to new data from Ooyala. But that trend is changing.

The Silicon Valley research firm found that Web-enabled TVs were used by 52% of survey respondents, compared with 36% using tablets, 23% mobile phones and 22% for PCs. A separate study by IAB suggested that 30% of users in the United States and Canada watch TV shows on smartphones, with another 20% watching full-length movies.

The trend toward smaller screens for longer video is expanding globally. From 22% to 23% of users in Europe, Latin America, East Asia, New Zealand and Australia now watch TV shows on their mobile phones.

For video content more than 10 minutes in length, tablets accounted for 57% of users, compared with 52% for connected TVs, 40% for PCs and 33% for mobile phones.

Indeed, the second quarter saw video on mobile devices account for 44% of consumption, which was up 74% from the prior-year period. By the end of the year, Ooyala projects mobile to account for 50% of all video consumption.

The trend is being driven by youth. In a separate study, 45% of respondents aged 16-24 opted to use their mobile phone to watch video than from a pay-TV set-top box. This practice has helped drive down from 8% to 12% traditional TV viewing, according to Ofcom, a U.K.-based telecom regulator.

Indeed, among even younger children, tablet use for video is becoming mainstream. Research by Minor Co. found that 57% of younger children preferred watching video on tablets than on a TV, due in part to the former’s mobility and sense of independence when operating the device.

“The tablet is magic to them,” said a mother cited in the Minor study.


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