Parks Associates released its study, “OTT Video Viewership: The Role of Mobile,” which reveals that viewership on a smartphone or tablet now accounts for over 40% of all video consumption hours among Gen Z heads of US broadband households. "These devices have become increasingly important to consumers, with mobile devices and PCs together capturing roughly half of consumer-reported viewing time,” Kristen Hanich, Senior Analyst, Parks Associates, said.
The figure compares to 20% of total US broadband household members. The most common way to view content in the US are onTVs than on PCs, and PCs more than mobile devices. However, device preference is strongly generational, and both millennials and Gen Z do most of their viewing on devices other than TVs. “Companies in the entertainment space, particularly those targeting members of Generation Z, must make mobile and PCs part of their plans," Hanich said.
Gen Z consumers dedicate the largest amount of viewership time to mobile devices, followed by PCs, with the TV having the smallest share. "The data from this report tells a clear story. Viewers are watching OTT video across all devices, and Gen Z's high affinity for mobile means its role is going to continue growing in the upcoming years," said Jodi Susman, CMO, Penthera. "There's also an important lesson here for the industry: it's crucial to ensure a seamless experience on all platforms."
Among millennials, while the TV has a higher share of viewing than PCs and mobile independently, collectively the two platforms account for almost two-thirds of viewing time. "In 2020, Americans as a whole are largely multiscreen. "Almost two-thirds of consumers view on multiple devices, including their mobile device, a TV, or a PC," Hanich said. "Multiplatform viewing is highest among members of Gen Z, signifying that these viewers demand equal support for mobile, PCs, and TVs."
These devices have become increasingly important to consumers, with mobile devices and PCs together capturing roughly half of consumer-reported viewing time.” Kristen Hanich Senior Analyst, Parks Associates