Internet TV needs a mobile strategy

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 26, 2021, 4:51 PM GMT+0

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.

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