While a sizeable portion of respondents to a survey about mobile connected TV (CTV) say are interested in streaming content during flights and on long distance trips, relatively few have actually done so. This, according to marketing solutions provider Vericast, which conducted the study, suggests opportunities for marketers and their brands.
The survey collected more than 1,000 responses. It found that 26% have streamed TV during a flight and 36% during a long-distance trip, while half of the respondents would do so if connectivity and device availability were not issues. The survey also found interest in streaming TV on public transportation and in taxis/rideshares.
Other findings from the survey about mobile TV opportunities for marketers:
- In a future that combines streaming with autonomous vehicles, 41% would consider streaming TV through the vehicle’s center console.
- Seventy-five percent of respondents stream content at home via televisions, with 41% doing so via smartphones.
- Seventy-eight percent want to receive targeted recommendations on restaurants and 70% would like recommendations on hotels while away from home.
“Technology advancements like 5G and broader accessibility in transportation like self-driving cars will continue to increase the availability of streaming TV options among consumers,” Vericast Chief Product Officer Michelle Engle said in a press release about the mobile TV opportunities for marketers. “While CTV has been an important marketing channel in recent years, it’s becoming even more critical to omnichannel strategies. With consumers looking to stream more outside of their homes – and new types of connectivity coming into play – brands should evaluate how they’re incorporating CTV into their marketing mix to drive further engagement.”
Some service providers offer ad-supported free or lower-cost options for their streaming video offerings. AT&T, for example, offers a lower-cost version of its HBO Max service, which works on mobile devices or traditional televisions. And Comcast offers an advertising-supported free version of its Peacock streaming service that supports a wide range of viewing options, including on mobile devices.
