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BizReport : Mobile Marketing : December 19, 2016

OTT services yet to exploit potential of out of home mobile viewing

OTT viewing in the UK is more of an in-home entertainment than a mobile experience, according to new research released by market research and user experience firm GfK.

by Helen Leggatt

OTT, or "over-the-top", is the delivery of television and movie content via the Internet that does not require subscription to a traditional cable or satellite pay-TV service. GfK's research has shown that, while 90% of OTT users in the UK have access to a mobile device (smartphone or tablet), OTT viewing on such devices among the population is low.

Just 4% of those surveyed said that, over the course of a week's OTT viewing, they had used a smartphone and just 1 in 10 had used a tablet.


GfK's survey also revealed that OTT subscribers watched 98% of their content at home. Furthermore, more than 85% of OTT content watched on a mobile device is also watched while at home.

According to Dan Hardwick, senior research executive at GfK, OTT services have "yet to properly exploit the vast potential that clearly exists for OTT viewing on mobiles out of home."

"Though Amazon has been the first to offer this functionality to subscribers and Netflix has recently also launched an option for users to download content, they are yet to transform OTT viewing from an activity done solely at home on a TV to one also done on the move on mobile devices."

GfK's study was based on data from almost 18,000 UK viewers, using services such as Netflix, Amazon and Sky's Now TV between April 2015 and October 2016.

Tags: mobile, OTT, television

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