Smartphones are leading growth in mobile video streaming, accounting for more than 20% of overall online video streaming in 4Q 2013, according to “The U.S. Digital Video Benchmark, Adobe Digital Index Q4 2013.”
Smartphones overtook tablets as the most popular mobile device for video streaming in December 2012. Usage in 4Q 2013 was up 86% year over year, according to Adobe’s report.
“Mobile video viewing has created a unique opportunity to reach new viewers who can’t be found on traditional TV channels. Understanding the metrics and trends behind this growth will help advertisers and publishers stay on the cutting edge of online video development and delivery,” the report authors write.
Mobile devices are also driving increased viewing of authenticated TV Everywhere content. Most TV Everywhere content is viewed on mobile devices, market researchers found, with tablets accounting for 42% of viewership, the most of all mobile devices.
Apple iPad, iPhone and iPod users are watching the most TV Everywhere video, viewing over 10 videos per visitor per month, twice the number for PC users. Moreover, nearly 50% of video play requests for TV Everywhere content came from Apple iPads, iPhones and iPods.
Gaming consoles and short-duration sports video streaming are also contributing to the surge in online video streaming. Sports video streaming skyrocketed 640% higher year over year, with mobile devices accounting for over ¼ of video streams on large annual and bi-annual sporting events. Some 37% of TV Everywhere content streams were for sporting events.
The introduction of the Xbox One and PS4, meanwhile, fueled a 365% year-over-year increase in online video streaming via game consoles.
Social networking sites and apps are also leading to online video streams. Facebook leads when it comes to online video starts referred from social networks. Half of all visits that were referred by Facebook or Tumblr resulted in a video view.
