Sports give huge kick to multiscreen video viewing

Parent Category: News | 05-02-2014

Driven by social media networks, online news and mobile video, sports viewing is clearly fuelling video growth across all screens, according to research from Adobe.

Released on the eve of the Sochi 2014 Olympic Winter Games, for which the company is supplying US broadcaster NBC with essential technology, the US Digital Video Benchmark Report from Adobe's Digital Index (ADI) analysed 22.5 billion online video starts and 574 million authenticated TV everywhere streams and found clear evidence of the fact that sports viewing is the engine behind digital video growth, with 640% growth year-on-year (YOY) compared with streaming of all video content grew which increased 440%. Moreover, because 2014 will have several multi-event contests, the ADI projects digital video consumption to grow five to ten times.

This surge in viewing is also likely to lead to a commensurate spike in monetisation as multiscreen and multi-platform viewing ends traditional limitations of programming schedules and allows media companies to deliver live and on-demand content online and monetise it with dynamically-inserted ads.

The report data indicates that sports streaming accounts for nearly two-fifths of TV everywhere viewing. Even though the growth of tablets for video usage has rocketed over the last few years, the research showed that when it came to unrestricted online video consumption, smartphones' video usage was up 86% YOY compared with tablets' up 23%. More than a fifth of videos are accessed from a mobile device.

Nearly half of all of these TV everywhere streams are running on Apple devices, and the number of Android devices accessing such content has doubled. The use of gaming consoles for TV everywhere, however, is growing the fastest, up three times YOY (from 1% to 3%). Interestingly, the ADI paints an optimistic picture for devices such as Google Glass, predicting they will have an impact on online video viewing as broadcasters will bring TV everywhere to these devices and create new cross-broadcast, augmented reality ad formats