TV everywhere soars as Apple devices grab majority of online TV viewing

Joseph O'Halloran
| 18 December 2014

Multi-device online video and TV is rising rapidly and a screen-size sweet spot is emerging for video viewing according to the latest Adobe digital video benchmark.

Adobe DIThe Q3 2014 US Digital Video Benchmark Report examined 177 billion total online video starts during 2013 and 2014 captured by its analytics engine.

The survey found that fundamentally TV everywhere (TVE) video growth continued through the third quarter of 2014, rising 108% year-on-year and 38% quarter-on-quarter, with mobile devices now accounting for 29% of all online video starts. Furthermore it revealed that despite the attraction of apps, 24% more ad views per video occurred on a browser than in apps. Specifically 46% of online TV content viewing within the broadcast and cable genre took place through a browser.

Apple mobile devices continue to dominate when it comes to total online video viewing, with an 80.7% share of video starts on the iPad and an 81.4% share of video starts on the iPhone. Devices running the Apple iOS software were responsible for 56% of all online TV viewing in Q3 2014, a 9% year-on-year rise.

Yet, perhaps surprisingly, Kindle Fire and Samsung Galaxy were found as much more likely to be used to watch videos than are other mobile devices. As much as 85% of all visits to a media website from a Kindle Fire result in a video view: three times higher than video viewing on an iPad. Adobe also found that 83% of visits to a website from a Samsung Galaxy result in a video view, four times more than on an iPhone whose overall video-view rates underperformed the average smartphone by 54%. In addition iPad video-view rates underperformed the average tablet by 49%.

"When it comes to mobile video, marketers must consider all types of devices," said the Digital Video Benchmark Report writer and Adobe Digital Index (ADI) principal Tamara Gaffney. "Devices such as the Kindle Fire and the Samsung Galaxy are proving to be very video-centric and could represent a sweet spot."