Tremor Video have released a study stating that long-form video now accounts for 40 percent of mobile video viewing. The research suggests that mobile users no longer only opt for short-form content and viewing on mobile devices is no longer confined to “mobile behaviors”.
The study, conducted in partnership with Frank N. Magid Associates, a ‘research-based strategic consulting firm’, also found that 52 percent of smartphone video is viewed in the home, with peak viewing hours between the hours of 5 and 11pm, mirroring the peaks in TV viewing.
Smartphones Driving Video Growth
Unsurprisingly, Tremor’s findings also found that 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 alone.
Video consumption on tablets has already exceeded smartphone viewing, and consumers are using their devices simultaneously. And if more evidence for second screen behaviours were needed, Tremor Video and Magid found that 85 percent of tablet viewers have been on their tablet while watching TV.
Content Consumption is Device Agnostic
“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.”