- Viewers No Longer Confining Content to Specific Devices in Era of Seamless Connectivity
- Tablet and Connected TV Viewing on the Rise
NEW YORK - Tremor Video, the largest independent online video technology company, unveiled a study that finds shifting online video viewing habits, indicating that viewers are moving seamlessly across devices and accessing video content wherever they are, no matter the device. Viewers have entered a connected content culture where they expect entertainment regardless of space, time, networks or creators.
The study, conducted in partnership with Frank N. Magid Associates, Inc., a leading research-based strategic consulting firm, was commissioned to understand how viewers access video content on different devices and in different environments.
Among the key findings are the fact that 52 percent of all smartphone video is viewed at home, with peak viewing hours between the hours of 5 and 11 p.m., mirroring TV peaks and indicating that viewing on mobile platforms is no longer confined to “mobile” behaviors. Smartphone viewers have historically gravitated toward short-form content, but long-form video now accounts for nearly 40 percent of smartphone video viewing every week.
Video consumption is growing across the board. There has been a 38 percent increase in accessing video online and a 34 percent increase in accessing video on smartphones over the past year. Meanwhile, video consumption on tablets has already exceeded smartphone viewing, and consumers are using their devices simultaneously. Tremor Video and Magid found that 85 percent of tablet viewers have been on their tablet while watching TV.
Tremor Video and Magid also discovered that 8 percent of current mobile/connected TV viewers plan to cancel their pay TV service in the next year. Another 23 percent are seriously considering cancelling, with 81 percent saying online over-the-top video options are the primary reason.
When it comes to video advertising, 75 percent viewers have interacted with online video ads in the past month, with 58 percent demonstrating some level of ad effectiveness, including clicking on the ad, visiting a site, visiting a store, or making a purchase.
“By looking at the type of content consumers watch on multiple devices, as well as where they view this content, we’ve learned that the device has no effect on the type of content,” said Doron Wesly, Head of Market Strategy for Tremor Video. “It’s important for video producers – whether online or on traditional TV — to look at new devices not as competition, but as new opportunities to engage viewers beyond current content and advertising offerings.”
“In essence, we’ve discovered that the device doesn’t matter,” said Mike Vorhaus, President of Magid Advisors, a division of Frank N. Magid Associates. “Viewers primarily want fluid accessibility to video. The belief that people want to avoid long-form content on a mobile device is a myth. Advertisers need to think about video as video, whether viewers watch it on the subway, at the home, or over-the-top of their basic TV service.”
For a thorough look at how viewers are consuming video across multiple devices, watch Tremor Video’s special video presentation: http://www.tremorvideo.com/mobilemagic/
The story was first reported by USA Today: http://www.usatoday.com/tech/news/story/2012-05-29/mobile-video-remaking-primetime/55271632/1
About Tremor Video
Tremor Video (www.tremorvideo.com) provides in-stream video advertising solutions to Fortune 1000 brand advertisers and top tier publishers. Widely regarded as the leader in online video advertising technology, the company leverages its award-winning decisioning engine, innovative video ad formats and publisher technology to deliver the campaign results and scale advertisers should expect from digital video. Tremor Video is the only video ad platform that can provide 100% brand safety by scanning and categorizing every single video stream before an ad is ever served. In addition, Tremor Video’s award-winning VideoHub Server technology gets smarter at finding and engaging viewers with every ad served, enabling the company to welcome and encourage pay-per-engagement pricing. Founded in 2005, Tremor Video is backed by top-tier investors, including Canaan Partners, Draper Fisher Jurvetson Growth, General Catalyst, Keating Capital, Meritech Capital Partners, Time Warner Investments, and W Capital Partners.
VideoHub, a division of Tremor Video, is a first of its kind analytics console that helps marketers and agencies monitor the complex video ecosystem to dynamically match ads with content and viewers, deliver upon marketing goals, and maximize brand impact. Unlike traditional video management platforms, VideoHub focuses on effectiveness and delivers real-time analytics for deep transparency across ads, content, viewers, and performance. To learn more, visit www.videohub.tv.
About Frank N. Magid Associates
Frank N. Magid Associates is a leading research-based strategic consulting firm that helps clients solve business problems and take advantage of opportunities. Magid brings unique frameworks for solving problems and seizing opportunities to each engagement, all informed and driven by unparalleled consumer and stakeholder research, market knowledge, and experience-based perspectives. For fifty-three years we have carefully studied human behavior and how communication affects it. This understanding provides us with a unique consumer lens through which we approach each engagement. Magid is particularly well-known in the media, communications and entertainment industries, but is increasingly conducting engagements across many non-media consumer-facing and B2B industries.