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OLD BOY · 03-01-2017, 08:23

Contrary to the belief that has been expressed on these forums, it appears that the vast majority (98%) of OTT viewing is by way of smart TVs - not via mobile devices.

http://www.csimagazine.com/csi/OTT-s...nce-report.php

UK OTT viewing remains an in-home experience - study

A new study looking at how UK consumers are viewing online programmes shows that most often this behaviour is not yet done over mobile devices, with 98% of OTT content viewed at home.

The latest report from GfK clearly shows there is still a large untapped potential to download content onto mobile. It reveals surprisingly low audience numbers on these devices, despite the fact that 90% of the UK’s OTT users have access to a smartphone and/or tablet. (The study only takes into account the three main long-form streaming services and not the likes of YouTube, see below).

Only 4% of OTT subscribers said they used a smartphone to view content and just 10% used a tablet, even though the penetration is greater than internet-enabled games consoles (60%), set-top box (54%) and smart TV (52%).

Moreover, time spent watching on a mobile device is two hours less than time spent on other devices. Smart TVs are the most popular device to watch subscription movies and TV programmes.

Viewers are also almost unanimous in their preference to watch that content at home. Overall, 98% of all content is viewed at home and 86% of all content viewed on a mobile device is also watched at home.

As well as the small screen, one of the challenges with watching OTT content on a smartphone is inadequate data usage allowances. This is why Neflix is offering 'download and watch-on-the go' now, the research firm suggests. Along with Amazon, the SVoD services 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, but this may now start to slowly change.

Time spent watching hh:mm per device
Devices used to view content Netflix Amazon Now TV
Desktop PC 4:11 3:12 3:09
Laptop or netbook 5:00 3:47 3:01
Smart TV (TV with built-in internet capability) 5:21 4:08 4:28
Internet-connected TV (A TV that uses another device to connect to the internet e.g. games console or set-top box) 5:13 4:03 4:49
Smartphone 2:48 2:26 2:06
Tablet 3:53 3:03 2:39
Source: GfK SVOD Content Consumption Tracker April 2015 to October 2016

GfK surveyed 17,982 respondents between April 2015 and October 2016. They completed an initial profiling questionnaire collecting demographics, services subscribed to, general viewing behaviour and device ownership. Data has been weighted to be representative of the UK profile of Netflix, Amazon Prime Video and Now TV users by age and gender.

03-01-2017, 08:23	#1059
OLD BOY Rise above the players Join Date: Mar 2008 Location: Wokingham Services: 2 V6 boxes with 360 software, Now, ITVX, Amazon, Netflix, Lionsgate+, Apple+, Disney+, Paramount +, Posts: 14,616	Re: The future for linear TV channels Contrary to the belief that has been expressed on these forums, it appears that the vast majority (98%) of OTT viewing is by way of smart TVs - not via mobile devices. http://www.csimagazine.com/csi/OTT-s...nce-report.php UK OTT viewing remains an in-home experience - study A new study looking at how UK consumers are viewing online programmes shows that most often this behaviour is not yet done over mobile devices, with 98% of OTT content viewed at home. The latest report from GfK clearly shows there is still a large untapped potential to download content onto mobile. It reveals surprisingly low audience numbers on these devices, despite the fact that 90% of the UK’s OTT users have access to a smartphone and/or tablet. (The study only takes into account the three main long-form streaming services and not the likes of YouTube, see below). Only 4% of OTT subscribers said they used a smartphone to view content and just 10% used a tablet, even though the penetration is greater than internet-enabled games consoles (60%), set-top box (54%) and smart TV (52%). Moreover, time spent watching on a mobile device is two hours less than time spent on other devices. Smart TVs are the most popular device to watch subscription movies and TV programmes. Viewers are also almost unanimous in their preference to watch that content at home. Overall, 98% of all content is viewed at home and 86% of all content viewed on a mobile device is also watched at home. As well as the small screen, one of the challenges with watching OTT content on a smartphone is inadequate data usage allowances. This is why Neflix is offering 'download and watch-on-the go' now, the research firm suggests. Along with Amazon, the SVoD services 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, but this may now start to slowly change. Time spent watching hh:mm per device Devices used to view content Netflix Amazon Now TV Desktop PC 4:11 3:12 3:09 Laptop or netbook 5:00 3:47 3:01 Smart TV (TV with built-in internet capability) 5:21 4:08 4:28 Internet-connected TV (A TV that uses another device to connect to the internet e.g. games console or set-top box) 5:13 4:03 4:49 Smartphone 2:48 2:26 2:06 Tablet 3:53 3:03 2:39 Source: GfK SVOD Content Consumption Tracker April 2015 to October 2016 GfK surveyed 17,982 respondents between April 2015 and October 2016. They completed an initial profiling questionnaire collecting demographics, services subscribed to, general viewing behaviour and device ownership. Data has been weighted to be representative of the UK profile of Netflix, Amazon Prime Video and Now TV users by age and gender. Last edited by OLD BOY; 03-01-2017 at 08:26.