The multi-screen experience has already been embraced by global media consumers, but new trends are challenging television’s foothold at the top of the media mountain. According to Ericsson ConsumerLab, one in four TV consumers are using a second screen to watch video or other programs while watching television programming.
While that’s only the sixth most popular second-screen activity, the trend of watching two forms of video simultaneously is on the rise, and it demonstrates the popularity of using mobile devices for watching video. TV is increasingly finding itself in a battle with online-available video and programming, and in certain parts of the world, online video is proving a formidable challenger.
Globally, traditional television remains the most popular option. Eighty-three percent of survey respondents from nine large global markets said they watch TV programming on a more-than-weekly basis. But in some TV markets, TV programming was in decline as a weekly form of media consumption, while mobile device video consumption was on the rise.
The survey, which solicited responses from 15,000 people, only counted individuals with a high-speed Internet connection capable of delivering high-quality video to Web-connected devices.
Assessing Mobile Behaviors in Second-screen Scenarios
Overall, consumers are much more likely to consume non-video media when using a mobile device in front of a television. Email is the most popular use of second-screen activity, with 63 percent of respondents using devices for this purpose. Apps and Web-surfing were next, at 56 percent, and social activity clocked in at 40 percent.
Some of the second-screen activity seen on mobile devices related to the primary TV or video being watched. For example, 29 percent of respondents said they sometimes use a second screen to discuss the content being consumed through their primary screen. As programmers and video creators have realized the potential of multi-screen viewing, some have tried to dominate two screens at once through supplementary apps and other secondary content that increases engagement with the primary programming.
And even when television programming is the primary media being consumed, viewers are deciding to watch their show on their own schedule, thanks to Internet streaming, on-demand options and video content channels like those found on YouTube. On-demand viewing is gradually increasing in global popularity, compared to similar survey results from 2011.
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