If you fit into the generational age range known as “Millennials” the chances are that more and more of your time is spent watching video entertainment on mobile devices instead of the living room big screen.

That was the overall assessment of a recent consumer study conducted this year by a coalition of multi-industry streaming video business concerns, called the Streaming Video Alliance (SVA).

The Alliance –which is largely made up of broadband service providers, Wi-Fi interests, TV networks and internet software concerns with little representation by television makers– released the findings of its study on consumer perceptions and behavior in watching video on mobile phones, Wednesday. The announcement highlighted certain key trends showing growing interest in watching video on mobile devices, which are believed to offer greater ease of use and accessibility, according the the SVA.

The study, which provides a section on “Millennial insights” as a major demographic sector driving the trend, indicates that 40 percent of consumers watch an hour or more of video on their smartphone each week, and 25 percent watch more than two hours.

The study was based on a survey of 500 respondents in the United States, but it should be pointed out that televisions of varying screen sizes, driven by 4K UHD adoption, remained at the top of the list of most-purchased tech gifts for the upcoming holidays during the Thanksgiving and Black Friday promotional week, according to CTA research.

Read more on the Streaming Video Alliance study after the jump:

Key findings from “2016 Mobile Video: Exposed” include:

  • Apple iOS is the dominant mobile operating system through which consumers watch video, while Android is a close second.
  • Millennials are watching more video on mobile than other demographics and tend to stream video from applications. They are also more likely to watch mobile video, if they don’t have to pay for additional data.
  • Consumers are most often watching video on their phone while at home, indicating that under certain circumstances people would rather watch video on mobile than on the television.
  • Despite the growth of premium OTT providers, YouTube is the dominant source for video on mobile phones.
  • Buffering and data usage are the top frustrations for mobile video watching.
  • Consumers prefer to watch video over WiFi but will use cellular data to get the content they want when WiFi is not available.
  • If consumers had access to more data, they would watch more video on mobile, however they do not want to pay for it.

“The trend toward mobility has consumers watching more content away from primary televisions, which is playing an important role in the evolving television experience,” stated Jason Thibeault, SVA executive director. “This year’s Mobile Video report strongly validates this trend, and reveals how mobile is beginning to supplement other connected devices to consumer content, triggering organizations to begin thinking more about mobile as part of their overall viewing experience.”

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Member companies involved in the SVA include: Adobe, ARRIS, Cedexis, Charter Communications, Ciena, Cisco, Comcast, Concurrent, Conviva, Encompass TV, Ericsson, FOX Networks, Hughes Satellite Systems, IBM, IneoQuest, Intel, Irdeto, Level 3 Communications, Liberty Global, Limelight Networks, MediaMelon, MLBAM, Mobolize, Nagra, NBCUniversal, NeuLion, Nice People at Work, Nokia, Nominum, OWNZONES, Qwilt, Sky, System73, Telecom Italia, Telstra, ViaPlay, ViaSat Inc., Verimatrix, Verizon, Vubiquity, Wowza Media Systems and Yahoo.

More information is available on the study and other SVA activities here.

By Greg Tarr


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