Smartphone is now No. 1

In a short period of time convenience wins over experience… smartphone is now No. 1 in online viewing and use.   As you watch the interaction of people in everyday life we all see the impact of cellphone / smartphones in the community.  Everywhere we go people are referring to their mobile devices.   You cannot escape them whether at home, in a restaurant, shopping, in meetings, and almost everywhere today we see people using their smartphones to keep in touch, communicate, learn, gain knowledge, shop, and so much more.

Move Over, Tablet– Smartphone Is Now No. 1 Mobile-Video Viewing Device: ADI

by Giselle Abramovich
Senior & Strategic Editor

While tablets already have lost the Web-browsing battle to smartphones, they have been able to maintain a hold as the media device of choice for video viewing—until now.

According to Adobe Digital Index’s “Q3 Digital Video Benchmark Report,” tablet share of video starts declined 7% year over year (YoY), while smartphone share is up 33%. The smartphone has essentially replaced the tablet as the mobile video viewing device of choice, its rise aided by adoption of larger-screen smartphones.

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“We had already talked about tablet share declining just about everywhere else, while video viewing for media and entertainment remained the bright spot for content consumption on tablets,” explained Tamara Gaffney, principal analyst at ADI. “Between connected TV devices, such as Apple TV and Roku, and then mobile devices, it looks as if video viewing will go in those two directions. Tablet consumption won’t be as important as it once was from the marketer standpoint.”

According to ADI, television viewing is returning to the living room via connected TV devices. While this might sound like good news for Apple, it’s coming at a cost. Connected TV device share of TV Everywhere authentications grew 130% YoY (increasing from 10% to 23%)–and now represents nearly a quarter of all authentications. This gives connected devices the largest share of any TV Everywhere access point. However, iOS share of viewing is down 25% YoY, from 56% share in Q3 2014 to 42% in Q3 2015.

The number of TV Everywhere streams delivered via connected TV devices grew 30%, with Apple and Roku now making up 87% of this device segment.

“Apple TV device growth is happening at the expense of the iPad and the iPhone,” Gaffney told “As a result, Apple stayed pretty level for total share, and that may or may not be good news for the company.”

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ADI looked at some of the key genres seeing significant growth in TV Everywhere. Movies, Broadcast/Cable, and Teens & Toons content grew the most. While Movies showed the highest growth (at 127%), Teens & Toons, which ADI assumes is watched by youth–accounts for 75% of the total number of plays in Q3.

“Some of the trends we are seeing around Teens & Toons content is really interesting because these youngsters are the future of television viewing,” Gaffney said. “Unsurprisingly, this particular genre is the most heavily viewed genre across all access types, and we’re finding it is consumed anywhere and everywhere via mobile.”

According to Gaffney, Teens & Toons content has a 2X higher viewing frequency on Android vs. iOS devices, most likely because people are buying their kids relatively inexpensive Android devices rather than pricier iPhones.

“This could shape who is winning in the device area sooner than later,” Gaffney said.

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On the other hand, ADI found that when it comes to movies, viewers prefer to watch on the bigger screen, with data pointing to films being twice more likely to be viewed on a connected TV device than on any other access type.

Last year, Gaffney said, sports content took home the gold for the most-watched genre on TV Everywhere. This has not been a very big sports year, so the fact that sports did not experience a lot of growth in TV Everywhere is not indicative of how next year will look, she said.

“Next year we have the Olympics and key European football events, which are heavily viewed in multiple countries, as well as the 50th anniversary of the Super Bowl, so I expect sports to be on the list next year,” Gaffney said.

Another interesting finding, according to ADI: While existing users love TV Everywhere, with viewing growing 102% YoY and 37% QoQ, new user adoption grew only 8% YoY. What’s holding back adoption? Complex contractual agreements, varying content availability and accessibility, and limited consumer awareness, according to Gaffney.

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“Content consumption via TV Everywhere is seeing really healthy growth,” Gaffney said. “Just look at the trend line [above]. It is partially related to a number of different content options that came online this quarter. We expect to see continued growth of TV Everywhere video viewing.”



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