Research into mobile video trends reveals the era of the couch potato may have come to an end, says video search technology developer Rovi Corp. Six in 10 pay-TV and OTT content subscribers surveyed said they stream content in their car or on public transportation, according to a Rovi’s research, which was conducted in the U.S., Europe and Asia.
Nearly 3 in 10 respondents (29 percent) said they stream content while at work. Nearly 1 in 4 (24 percent) said they do so in the car. This mobile video trends insight might make you wonder what the impacts will be, whether on productivity, from employers’ perspectives or in terms of road accidents.
Breaking results out geographically Rovi found that survey participants in the U.S. were just slightly more likely to stream content in their cars.
Mobile Video Trends
Rovi’s research results also shed light on the most popular sources for TV and streaming entertainment:
- 77 percent of all respondents said they currently subscribe to alternative TV or video content providers, such as Netflix or Hulu – more so in the U.S. than in other countries;
- Millennials (84 percent) and parents (81 percent) were more likely to subscribe to alternative TV or video content providers;
- 48 percent of global respondents said they watch live TV most often, followed by on demand (30 percent) and via their DVR (17 percent);
- Baby boomers and older respondents were found more likely to say they watch live TV or television content more often than On Demand or recorded content, while Gen X and Millennial participants were found more likely to view content On Demand.
Search and Recommendations
In addition, Rovi gathered data that revealed the importance of good content search and recommendations. Highlights include:
- 51 percent of global respondents said their providers should focus on improving the ability to search for entertainment content to make it easier and more effective;
- 70 percent of all respondents said they would prefer to find programs on-platform versus watching something their friends and family recommended;
- Among all respondents who reported that they do not frequently use recommendation capabilities, more than a quarter said it is because the recommendations are not tailored to the content they like (28 percent) or are irrelevant to them (25 percent);
- 58 percent of global respondents said they would be open to anonymously sharing information about what they like to watch.
“Given the revelations from the first two study phases of just how tightly bonded viewers are with their entertainment, it comes as no surprise that the practice of watching TV and streaming content has liberated viewers from having to spend hours on the couch,” commented Rovi SVP and general manager of discovery Michael Hawkey.
“It stands to reason that new trends in entertainment discovery and consumption have as much to do with the prevalence of smart mobile devices as it does with the explosion of new and compelling content and service platforms. Watching shows on-the-go also means viewers have less time to find programs they might like…At work and on the road, viewers want immediate, resonant guidance on the entertainment that will keep them engaged.”