Mobile Video: The Next Pay-TV Battlefront

This Market Focus analyzes long-form video consumption on smartphones and tablets. It explains how, why, and what consumers watch on these platforms. It gauges their level of satisfaction with the experience and identifies key differences between the use of smartphone and tablet video.

“Smartphones and tablets will be key battlegrounds in the fight between traditional pay-TV providers and over-the-top providers. Netflix currently dominates three of the four screens consumers use to watch movies and TV programs. It is crucial for pay-TV providers to establish a strong mobile video presence as part of their overall strategy to counter OTT.” - John Barrett, Director, Consumer Analytics, Parks Associates

Mobile Video: The Next Pay-TV Battlefront is part of Parks Associates’ Mobile and Portable research service, which analyzes developments in the market for mobile phones, tablets, and related services.

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Mobile Video: The Next Pay-TV Battlefront

About the Research

Previous Research

Key Findings

Recommendations

Market Overview

Computing Device Ownership (2010-2012)

Smartphone Penetration (2005-2012)

Smartphone Operating System (2011-2012)

Use of Device for Video (Q1/12)

Video Consumption by Platform (2010 vs. 2011)

Change of Video Consumption Habits (Q1/12)

Avg. Hours Spent Watching Video by Platform (Q1/12)

Viewing Day-part by Platform (Q4/11)

Reasons for NOT Watching Videos on Tablets (Q1/12)

Long-Form Content Consumption

Full-Length Video Sources (Q1/12)

Video Viewing on Mobile Devices by Age/Children At Home (Q1/12)

Movie Viewing (Q2/12)

TV Program Viewing Activities (Q2/12)

Video Viewing Behavior by Age: Mobile Phone vs. Tablet (Q2/12)

Movies & TV Programs Viewed on a Tablet

Movies & TV Programs Viewed on a Mobile Phone

Satisfaction with Movie Viewing Experience by Platform & Method (Q2/12)

Satisfaction with TV Program Viewing Experience by Platform & Method (Q2/12)

Satisfaction with Movie Viewing Experience: Mobile Phone vs. Tablet (Q2/12)

Satisfaction with TV Viewing Experience: Mobile Phone vs. Tablet (Q2/12)

Platform Preferences and Differences

Alternative Platforms Considered for Movie Viewing

Alternative Platforms Considered for TV Program Viewing

Repeat Viewing by Platform (Q2/12)

Location of Watching Video by Platform (Q2/12)

Time of Video Viewing by Platform (Q2/12)

Video Content Selection by Platform (Q2/12)

Watching Videos with Friends/Family Members (Q2/12)

Movie Viewing

Methods Used to Watch Movie on a Mobile Phone (Q2/12)

Online Service Used to Watch Movie on a Mobile Phone (Q2/12)

Methods Used to Watch Movie on a Tablet (Q2/12)

Online Service Used to Watch Movie on a Tablet (Q2/12)

Online Video Subscription Service – Tablet (Q2/12)

Source of Video-File-Copy Watched on a Tablet (Q2/12)

TV Viewing

Methods Used to Watch TV Program on a Mobile Phone (Q2/12)

Online Service Used to Watch TV Program on a Mobile Phone (Q2/12)

Online Subscription Service Used to Watch TV Program on a Mobile Phone (Q2/12)

Free Online Service for Watching TV Program – Mobile Phone (Q2/12)

Methods Used to Watch TV Program on a Tablet (Q2/12)

Online Service Used to Watch TV Program on a Tablet (Q2/12)

Online Subscription Service Used to Watch TV Program on a Tablet (Q2/12)

Free Online Service for Watching TV Program – Tablet (Q2/12)

Source of TV-File-Copy Watched on a Tablet (Q2/12)

Video App Usage

Top 20 App Functions on Smartphones (Q3/12)

Top 20 App Functions for Tablets (Q3/12)

Video App Usage History (Q3/11)

Tablet Video App Usage (Q3/11)

Types of Videos Watched on Phone (Q3/11)

Preferred Video Type On Tablet (Q3/11)

In-App Spending on Digital Content (Q3/11)

Publish Date: 4Q 2012

Slides: 76


Authored By:
John Barrett - Director of Consumer Analytics
Yilan Jiang - Senior Research Manager

Published by Parks Associates
© October 2012 Parks Associates | Dallas, Texas 75248

All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.

Printed in the United States of America.

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