Wednesday, October 28, 2020

Mobile viewing now accounts for over 40% of all video consumption hours among Gen Z heads of US broadband households

New Market Snapshot addresses importance of the mobile video experience, Gen Z consumer habits, and the changing role of mobile among video consumers

Parks Associates today released the new market snapshot OTT Video Viewership: The Role of Mobile, which finds viewing on a smartphone or tablet now accounts for over 40% of all video consumption hours among Gen Z heads of US broadband households, compared to just 20% among all heads of US broadband households. The market snapshot, developed in cooperation with Penthera, a global software development company that works with video providers globally to improve the mobile video experience, investigates the changing role of mobile among consumers and its importance among different demographics, particularly Generation Z.

“Since the introduction of the PC, and later smartphones and tablets, consumers’ viewing habits have evolved to include these new device types alongside the television,” said Kristen Hanich, Senior Analyst, Parks Associates. “These devices have become increasingly important to consumers, with mobile devices and PCs together capturing roughly half of consumer-reported viewing time. Companies in the entertainment space, particularly those targeting members of Generation Z, must make mobile and PCs part of their plans.”

”The data from this report tells a clear story. Viewers are watching OTT video across all devices, and Gen Z's high affinity for mobile means its role is going to continue growing in the upcoming years," said Jodi Susman, CMO, Penthera. "There's also an important lesson here for the industry: it's crucial to ensure a seamless experience on all platforms."

Americans overall view more video on TVs than on PCs, and PCs more than mobile devices. However, device preference is strongly generational, and both millennials and Gen Z do most of their viewing on devices other than TVs. Among Gen Z, they dedicate the largest share of their viewing time to mobile devices, then PCs, with the TV having the smallest share. Among millennials, while the TV has the higher share of viewing than PCs and mobile independently, collectively the two platforms account for almost two-thirds of viewing time.

“In 2020, Americans as a whole are largely multiscreen. Almost two-thirds of consumers view on multiple devices, including their mobile device, a TV, or a PC,” Hanich said. “Multiplatform viewing is highest among members of Gen Z, signifying that these viewers demand equal support for mobile, PCs, and TVs.”

To schedule an interview with an analyst or to request specific data, please contact Rosey Ulpino at rosey.ulpino@parksassociates.com or 972-490-1113.

About Parks Associates: Parks Associates, a woman-founded and certified business, is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates creates research capital for companies ranging from Fortune 500 to small start-ups through market reports, primary studies, consumer research, custom research, workshops, executive conferences, and annual service subscriptions.

The company's expertise includes the Internet of Things (IoT), digital media and platforms, entertainment and gaming, home networks, Internet and television services, digital health, mobile applications and services, support services, consumer apps, advanced advertising, consumer electronics, energy management, and home control systems and security.

Each year, Parks Associates hosts industry webinars, the CONNECTIONS™ Conference Series, Smart Energy Summit: Engaging the Consumer, Connected Health Summit: Engaging Consumers, and Future of Video: OTT, Pay TV, and Digital Media.

http://www.parksassociates.com

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