The latest report by Ericsson ConsumerLab explores the ways in which connected devices are changing the ways in which consumers view TV and video content.
Consumers in 15 countries* were asked about their TV and video viewing habits. The findings show how consumers are increasingly exposed to content and how this ‘wealth of choice’ is changing attitudes to video and TV programming. This includes a shift away from scheduled TV, even amongst older consumers and late adopters (41% of 65-69 year olds are using streamed video at least once a week).
- 72% of respondents watch videos via a mobile device at least once a week
- 42% do this outside their home
- Linear/scheduled TV is used for social viewing. This includes sports and other live events which people watch ‘here and now’
- Video on demand (VOD) is becoming ‘relaxation TV’
- 82% of respondents are using YouTube or other User Generated Content (UGC) sites at least monthly – and 25% of them are doing so on mobile devices.
- The trend to ‘one TV, many devices’ continues as does that of multitasking while viewing content
- Multitasking – 49% of respondents will look for content about what they are watching
- Social viewing – Almost a third of respondents will take to social media to discuss what they are watching
- Place-shifted viewing – a new phenomenon which sees people break up their viewing – they may watch part of the content while travelling and the rest at home for example
Paying for content
With the exception of China, the research shows how more people are reducing spending on TV packages, or S-VOD (subscription video on demand). The report predicts that new commercial models will emerge, which combine affordable monthly subscriptions with unobtrusive and customised advertising. Consumers place advertisement free, HD quality content at the top of their wishlist for their TV/video experiences.
(*Brazil, Canada, Chile, China, France, Germany, Italy, Mexico, Russia, South Korea, Spain, Sweden, Taiwan, the UK and the US).
The report is available to download here.
A second report, this time focusing on the US video streaming market, found that 51% of Americans aged 13-54 are video streaming at least once a week, with the figure rising to over 60% for those aged 13-33.