Based on interviews with over 22,500 people, findings in the Ericsson ConsumerLab TV & Media Report 2015 are representative of 680 million consumers, making it the largest study of its kind in the TV industry.
According to the report, consumers are embracing video on-demand services like never before, just like every third viewing hour now spent watching on-demand TV and video.
The report further revealed that 71 percent increase in watching video on smartphones since 2012; nearly two thirds of teenagers’ total TV and video viewing time spent on a mobile device
Viewing user-generated content, according to the report, also on the rise; almost one in 10 watch YouTube for more than three hours per day.
The report is a representative of the views and habits of 680 million consumers making it one of the largest studies of its kind.
A key finding of the report is that Video-on-Demand (VOD) services are succeeding in meeting consumer needs, thus allowing consumers to change their viewing habits.
Consumers, the report revealed now spend six hours per week watching streamed on-demand TV series, programs, and movies – this has more than doubled since 2011.
Further findings highlighted the considerable growth in consumers watching video on a mobile device: 61 percent watch on their smartphones today, an increase of 71 percent since 2012.
When taking tablets, laptops, and smartphones into consideration, nearly two thirds of time spent by teenagers’ watching TV and video, according to the report is on a mobile device.
At the same time, user-generated content (UGC) platforms, the report said account for a growing share of consumers’ TV and video viewing. Close to 1 in 10 consumers watch YouTube for more than three hours per day, and one in three now consider it very important to be able to watch UGC on their TV at home.
In addition, the study revealed that the increasing prominence of UGC-rich platforms, like YouTube, has resulted in a popularity boost for educational and instructional videos, with consumers watching an average 73 minutes of these videos per week.
Speaking on the new report, Anders Erlandsson, Senior Advisor, Ericsson ConsumerLab, said that, “The continued rise of streamed video on demand and UGC services reflects the importance of three specific factors to today’s viewers: great content, flexibility, and a high-quality overall experience. Innovative business models that support these three areas are now crucial to creating TV and video offerings that are both relevant and attractive.”
Other significant findings from the Ericsson ConsumerLab TV & Media Report 2015 will also include”:
Bingeing is changing the game: Watching multiple TV episodes in a row has rapidly become a key part of the TV and video experience. This habit is prominent among Subscription Video-on-Demand (S-VOD) users of services such as Netflix, Amazon Prime, and HBO, of whom 87 percent binge-view at least once a week.
The difficulty of finding content: Half of consumers watching linear TV say they can’t find anything to watch on a daily basis. Consumers feel that recommendation features are simply not smart or personal enough.
Different bundles, different attitudes: Twenty-two percent of consumers who have never had a pay-TV subscription are already paying for over-the-top (OTT) content services.
Linear TV remains key: The popularity of linear TV remains high, mainly due to the access it gives to premium viewing and live content, like sports, as well as its social value. In this respect, linear TV often acts as a ‘household campfire’.
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