Report: Growing number of online video viewers use tablets to watch

By Jim O'Neill on Sep 23 2015 at 8:45 AM
Report: Growing number of online video viewers use tablets to watch

More than half of Americans 16- to 64-years-old who watch online video say they use tablets to watch video, a new survey says, up from just more than one-third a year ago.

And, according to Hub Research, in its annual Finding Input One report, nearly three-quarters of respondents say they watch shows from online sources on a TV connected to the Internet, up from 62% last year, bringing Cloud TV firmly to the big screen.

Some 53% of Millennials say they use a device other than a traditional Pay TV set-top box as their default for TV viewing – the first device they turn on to watch TV programming.

Hub said consumers increasingly are taking TV capabilities into account when purchasing multifunctional devices. For example, over 60% who use a game console to watch online say that TV viewing was a reason for buying the console they chose—and 33% say it was a major reason.

“One of the most important trends we’re seeing is the growth of TV sets connected to the Internet,” said Jon Giegengack, co-author of the study. “For most TV consumers, the big screen is still the main, if not the only, way to watch. Inexpensive and easy-to to use peripherals, and especially Smart TVs with a built in connection, remove one of the last logistical barriers between mainstream consumers and online TV sources.”

The study also found:

  • 28% of consumers say it’s essential or very important to be able to watch episodes of scripted shows on a phone or tablet live, at the same time they air.
  • 26% of consumers consider it essential to be able to watch live sports events on tablets and phones (only 10% say it’s essential).

Stay tuned.

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