Video Streaming is Going Mobile, Social

by | 2 minute read

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​-olo​gy​.com.

Kathy Crosett
Kathy is the Vice Pres­i­dent of Research for Sales­Fu­el. She holds a Mas­ters in Busi­ness Admin­is­tra­tion from the Uni­ver­si­ty of Ver­mont and over­sees a staff of researchers, writ­ers and con­tent providers for Sales­Fu­el. Pre­vi­ous­ly, she was co-own­er of sev­er­al small busi­ness­es in the health care ser­vices sec­tor.