SBD/March 25, 2014/Research and Ratings

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).

FREQUENCY OF WATCHING VIDEO ON DEVICES
DEVICE
DAILY
FEW DAYS PER WEEK
ONCE PER WEEK
Smartphone
11%
19%
13%
Tablet
12%
25%
14%
Computer
19%
27%
14%
TV
47%
26%
10%
OTT VIDEO SERVICE USAGE
SERVICE
RESPONDENTS PAYING FOR SERVICE
Netflix
43%
Amazon Prime
18%
Xbox Live (Gold Membership)
14%
Hulu Plus
8%
Redbox Instant
3%
Xfinity Streampix
2%
None of the above
40%
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