Fragmentation in video consumption is rampant according to new data from Net2TV and SmithGeiger. For millennials this is especial so. Just 18% of their video viewing time is spent with traditional television, with 61% occurring through connected devices.
According to the new report TV, Videos and Viewers 2015 from SmithGeiger LLC and Net2TV, media consumers are watching 8 hours and 15 minutes of video a day.* Though this may seem like a lot, it is but a part of the overall media picture. According to GfK and IAB, the average U.S. adult consumes almost 11 hours of media a day from all sources; including TV, newspapers and magazines.
It is the young millennials, the 18-24 year olds, which are the most affected by this video fragmentation. This group spends 9 hours and 47 mins a day watching screens, with just 1hr and 30mins spent with live television. Millennial viewing time is mostly occupied online. An amazing 6 hours and 35 minutes a day, or 61% of total screen time, is spent on mobile devices and PCs.
That’s not to say that older people aren’t participating in the multiscreen revolution too. People 45 to 54 have a total screen time of 6 hours and 54 minutes and spend 38% of that time with live televisions. 44% (just over 3 hours) of their screen time is also spent watching on mobiles and PCs.
One thing the data clearly shows is how important the smartphone has become to the video industry. The average media consumer spent 9% of their time (45 minutes) watching on a tablet, and 15% of their time (1 hour and 12 minutes) watching on the smartphone.
That doesn’t, however, mean that engagement is better through the smartphone. The average (mean) length of videos viewed increases with screen size. The duration of videos viewed on the smartphone averaged 13 minutes. Using a tablet, the duration increased to 24 minutes, and the television boosted that time to 58 minutes.
This linear relationship with screen size has been noted before. Ericsson data shows that video consumption on mobile networks also increases linearly with screen size. People consume 50% more video on the biggest tablets than average, and 50% less than average on the smallest video capable handsets.
Not only does the length of videos viewed increase, but the duration of each viewing session also increases. For example, the average time people spent with an individual streaming app (the app tuning time) was 12 minutes and 36 seconds. App tuning time was much shorter, just 5 minutes and 30 seconds, through a smartphone. Through the television app tuning time balloons to 23 minutes and 24 seconds.
New behaviors such as bingeing are also becoming very common. SmithGeiger and Net2TV say that binge viewing is enjoyed by 34% of media consumers. Certainly nothing new there. However, just 30% said they liked to watch on their DVR. This seems surprising given that penetration of the devices is almost 50% in US homes. I reported earlier this week on the failure of the game console to connect with people for the consumption of video. According to this data, just 15% say they use their game console to watch video. According to Nielsen, 46% of US homes have one.
Why it matters
With the proliferation of mobile devices, TV viewing is now just the tip of the video iceberg.
New data from SmithGeiger and Net2TV shows that total screen time for media consumers is 8 hours and 15 minutes a day.
TV screen time represents 45% of the total, with PCs and mobile devices delivering the rest.
*Survey was conducted in June 2015 on 1,020 18-54 US adults that consume at least 5 minutes of rich media content on any platform each week.