More consumers are discovering and enjoying online video, especially in the mobile mobilemanifestouniverse. This shift in behavior is attracting marketer attention. The latest statistics from the Adobe Digital Index highlight which types of programming are most popular, think sports, and how social media referrals are playing a big role in boosting video views.

The growth in online video viewing is generating more interest in the TV Everywhere concept. Consumers enjoy watching what they want, when they want, and mobile devices are giving viewers more options than they’ve had before.  Top level data shows that sporting events are especially popular and account for 37% of video content streams. Researchers point out that smartphones are becoming the go-to device for consumers who want to enjoy live sporting events, especially those that happen only once a year. Another 32% of video streaming is for the news and 28% is for TV shows. Marketers have a unique opportunity to reach these dedicated audiences by purchasing mobile advertising on these content platforms.

Researchers noted a dramatic shift in the types of devices used for video viewing in 2013 and expect the trend to continue this year. In general, more viewing is being done through mobile devices while PCs lose ground. The numbers break out by device as follows:

  • Smartphone 13.1%
  • Tablet 9.6%
  • PC 76.7%

In addition, the number of video starts jumped 540% in December. For now, Apple devices rule in the video streaming market. 28% of TV Everywhere requests originate from iPads, 14% from iPhones, and 5% from iPods.

Adobe’s data shows that while 58% of video streaming sessions occur directly, search drives another 20%. Marketers should also know that social media referrals drive 6% of video starts with Facebook in the lead at 4%.

To learn more about the Mobile Video Watcher audience, check out the AudienceSCAN report available on the Research Store at ad-ology.com.