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BizReport : Trends & Ideas : October 23, 2014

Adobe: More online TV watched on smartphones than tablets

Adobe's latest Video Benchmark Report reveals the hefty rise in online media streaming with smartphone overtaking tablets for the first time as the device on which to watch streaming content.

by Helen Leggatt

Adobe's bi-annual benchmark of the U.S. digital video landscape reveals just how popular watching video content on smartphones has become in the last year

The 2014 Q2 Digital Index, based on data analysis of 1,300 media and entertainment outlets, found that smartphone viewing has risen 59% on Q2 2013 and now comprises 13.6% of all online video starts, more than the 13% on tablets.

While tablets saw growth of 29% YoY, it was game consoles that registered the biggest growth of 127% YoY.

"While online TV consumption remains fragmented across platforms, gaming consoles and over-the-top (OTT) devices gained the largest percentage of market share and Android apps surpassed desktop browsers as access points for watching TV online," says the report.

"Consumers' content consumption habits are changing rapidly," observes Jeremy Helfand, Adobe's VP of primetime. "Viewers expect seamless, more personalized viewing experiences across an ever-increasing number of devices, and broadcasters, media companies and advertisers must transform their digital strategies to optimize the viewing experience."

Other key findings from the report include:

- Online TV video consumption is up 388% from 2013;

- Typical number of online TV videos watched per visitor is up 54.8%;

- Number of unique visitors watching online TV has risen 85%;

- Only 16.6% of videos viewed on a mobile device reach 75% completion;

- Viewers watched 2.08 ads per video in Q2 2014, up 25.8% from 2013.

Tags: mobile, television, video streaming

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