Mobile video, VOD consumers watch more TV overall
Michelle Clancy | 01 July 2014
Research from Nielsen shows that mobile device penetration coupled with video-on-demand (VOD) options continue to grow, while viewers overall are spending more time watching.
Moreover, Nielsen's Quarterly Cross-Platform Report confirmed that consumption trends are shifting towards more personalised experiences. It found that in the top quintile, smartphone video viewing usage jumped nearly two hours from the first quarter 2013 to the first quarter of 2014 — viewers now use smartphones to watch just over six times the amount of video as the next quintile.
Also, the report shows that VOD users of all ethnicities watch more TV — live or time-shifted — than non-VOD users. Overall, people in VOD homes watch an hour and five minutes of live television per day compared to the 54 minutes of live TV time among non-VOD users. This was found to be true over all VOD platforms measured by Nielsen.
Available in more than 60% of households, VOD is increasingly contributing to the viewing potential and has emerged as a legitimate choice for consumers who might not have a DVR or simply missed recording last night's episode. On average, recently telecast VOD contributes between 4% and V% of viewing in the coveted 18-49 demographic. The platform is appealing to younger demos as well as Asian Americans, whose overall contribution through VOD is 8%.
"The great news for advertisers looking to connect with viewers is that VOD users of all ethnicities actually watch more TV — live or otherwise!" said Dounia Turrill, senior vice president of insights at Nielsen. "As we saw in this year's Upfronts, today's viewers are making device and platform choices that have a profound impact on the meaning of television and video. Americans continue to watch over five hours of traditional television per day. However, daily time spent watching time-shifted content has continued to rise, as has using the Internet on a computer and using a mobile device. With Nielsen incorporating mobile viewing in traditional television ratings as well as digital ratings in the [autumn], next year's Upfronts and Newfronts will be fuelled by new data. "