nScreenMedia OTT multiscreen media analysis

CandW discuss connected TV versus smartphone

VideoNuze nScreenMedia podcast

Extreme Reach data chronicles the rise of the connected TV, at the expense of other screens. Pew data shows the growth in smartphone Internet-only consumers. In the connected TV versus smartphone battle, what’s a video provider to do?

Chapter 1: Connected TV takes ad share from other screens (0:40)

Extreme Reach data shows that ad impressions to the connected TV increased while all other screens lost share. As well, smart TV penetration is growing faster than streaming media plays. FAST services are feeding the growth.

Chapter 2: Ad engagement is growing (5:30)

Ad impressions are increasing fast for longer 30 and 60-second ads at the expense of short form. In particular, 6-second ads seem to be fading into irrelevancy.

Chapter 3: The emergence of the smartphone Internet-only user (9:40)

As the broadband-connected TV ecosystem expands rapidly, the number of people removing themselves from the market also increases. Pew Research chronicles the emergence of a substantial group that relies entirely on their smartphone for Internet access. As well, there is an even larger group of people that say they are “smartphone-Internet-first” users. That is, they may have broadband, but they mostly use their smartphone.

Chapter 4: Pitching SVOD services at smartphone Internet-only people (12:30)

The growth in mobile-only users has interesting and problematic implications for video service providers. They will need to provide special features, content, and even pricing to be successful in that segment. To date, services like Netflix have not been very successful with mobile users in markets like India. Can they change the tune in the US?

Chapter 5: The smartphone is a hostile video environment (16:40)

With so many interruptions and so much other media available on a smartphone, it is difficult for a video service to be successful there. Perhaps many video providers will choose to focus on the connected TV, even though they are missing out on a large audience segment that restricts itself to mobile.


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