While online video is seeing growth on most CE devices, mobile viewing (tablets and smartphones) is still seeing significantly higher growth than any other category, according to a new study from ABI Research. Worldwide mobile views constituted over 20 percent of the total in 2013 and this is on course to more than double over the next five years. However, Pay TV services will continue to serve as the primary video entertainment solution for many consumers, but overall time spent watching online video is expected to grow to more than 21 hours per month by 2019, up from 12.7 hours in 2013 (this figure is a worldwide average among online video viewers).
However, that’s not to say that mobile viewing is ‘non-TV viewing’, as Michael Inouye, Senior Analyst at ABI Research, explained, “Mobile viewing also creates additional touch-points which can greatly increase the number of content plays per household – be it multiple household members each watching on mobile screens or multitasking while sitting in front of the TV. In addition, as pay TV services continue to extend the reach of multiscreen services we expect more content, like live sporting events, to play an increasing role on mobile devices.”
Desktop Computers will Continue to Play a Role
The study found that laptops and desktop computers, however, will remain relevant as many expect these devices to continue serving as the primary viewing device during the workday hours – while tablets will secure the most views in the evening.
Practice director, Sam Rosen commented, “Along with time of day, video content also plays a critical role in the type of devices consumers use to watch online video. Short form video, for instance, is quickly becoming the domain of mobile devices. For connected CE it’s less about failing to compete with mobile, than it is a reflection of consumers’ lifestyles and how it dictates which devices are used and when.”Video@Dmexco - Watch the highlights: