This piece highlights reasons why internet TV service providers need a mobile streaming strategy.
A 2021 Conviva study found 82% of premium video streaming time is via a streaming player, while mobile platforms garnered only 14% of viewing time. Though CTV dominates view time, internet TV service providers should pay attention to mobile platforms as mobile’s reach exceeds connected TV and young people prefer mobile over CTV.
A Penthera study found 74% of US adults used a mobile screen to watch videos, compared to 70% for connected TV. A significant number of people below 45 also said they use the mobile screen more than a CTV.
Most young people prefer mobile phones, with 62% of 18-24s ranking the mobile screen as their first choice against 26% choosing the CTV. Streaming giant Netflix has recognises the importance of mobile platforms and continues to invest in improving the mobile experience.
[3 minute read]