Rovi Survey Shows High Streaming Video Rates on Mobile Devices
Looking at mobile video adoption in the U.S. and Europe, Rovi finds strong demand for long-form video and live content.
Streaming video use on mobile devices is growing at a fast rate, those in the streaming media industry have been hearing for months, but how much are people actually watching? To mark Monday's start of the 2013 Mobile World Congress (MWC) in Barcelona, Spain, digital entertainment company Rovi has released an insights report on global mobile streaming.
The insight report contains results from research conducted by Rovi and others, such as Frost & Sullivan. In addition, Rovi will issue a press release Monday that includes statistics from a survey it conducted last month in the U.S. and Europe, questioning roughly 2,700 viewers. The full survey results aren't available to the public, but were made available to press.
In the United States, 66 percent of tablet owners stream video 2 to 3 times a week, or more, finds Rovi. Beating that number is Italy (73 percent) and Spain (71 percent). And how long are those people watching? Rovi found that U.K. residents watch the longest, with 66 percent of tablet owners watching for an average of 30 minutes. Tablet owners in the U.S. were close behind, with 62 percent watching for an average of 30 minutes.
Rovi looked at what type of content viewers in various countries are watching on their tablets. Residents of the U.K. lean toward TV shows (33 percent of tablet users), while viewers in the U.S. and Germany prefer movies (35 percent and 30 percent). No matter the country, cell phone users were more likely to watch user-generated content (UGC). The highest rate was in Italy, where 47 percent of cell phone users said they watched more UGC than any other type of video.
The survey also looked at live video, and found that nearly half of respondents in the U.S. and the U.K. (49 percent and 49.5 percent) have streamed a live event to a mobile device. Of the surveyed countries, Italy and Spain showed the highest viewership of live mobile video (63 percent and 59 percent).
Download the full Mobile World Congress Edition of the Rovi Insights Series for selected insights. Rovi also offers a free Rovi Insights app, available for iOS and Android, which includes other findings.
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