TV Use Remains Popular Among Consumers, While OTT Services Continue To Grow

Despite a continued proliferation of tablet and smartphone use, the TV is still the most popular way to consume video, according to a combined study from multiplatform video service provider Vubiquity and research-based strategic consulting firm Frank N. Magid Associates. The study of the way consumers view video on multiple screens was conducted in October ’13 among 1,600 U.S. adults, ages 13-64, all of whom indicated that they use or own a smartphone or tablet. When looking at the frequency of viewing across smartphones, tablets, computers and TVs, around 83% of respondents said they watch TV at least every week and nearly half are watching daily. Another 56% of respondents report paying for an over-the-top (OTT) video service. Respondents ages 13-17 had the highest rate of paid streaming usage (69%), which compared to just 40% among those ages 50-64. But cord cutting has not yet shown to be a major trend, as 89% of respondents say they still subscribe to a traditional pay-TV service. Meanwhile, when asked about what content is being watched regularly on secondary video devices, full length games or shows were much less popular compared to highlights or user-created video. Sports clips or highlights had generally the same view rate across PCs, tablets and smartphones (Vubiquity/Frank N. Magid Associates).