nScreenMedia OTT multiscreen media analysis

nScreenNoise – the rise and rise of connected TV

nScreenMedia Video Podcast

Since 2016, the connected TV has displaced the PC in the US and UK as the favorite device for premium video experiences. Once using a connected TV, online video usage becomes, well, just like watching television!

Chapter 1: Connected TV displaces PC in one year (0:30)

According to the new white paper, The Secret Life of Streamers part 2, available for free from the nScreenMedia website, the connected TV now dominates premium video delivery. Between 2016 and 2017 play requests from the PC between 9 and 10 PM seen by Conviva decreased from 5.4 million to 3.7 million. The connected TV grew from 5.1 million to 8.9 million over the same period.

The connected TV now sees more request throughout the day than any other video device.

Chapter 2: Connected TV is the engagement king (1:50)

People watch longer on connected TVs. During prime time, the average viewing session is 77 minutes. Those watching on the tablet watch for 45 minutes, on a PC they watch 39 minutes, and on a smartphone for just 32 minutes.

The number of people that finish watching a video once they start is also higher on the connected TV. The biggest screen delivers a completion rate of 80%, versus the smartphone’s 51%.

Chapter 3: UK and US main connected TV markets (3:00)

There are only two markets where the connected TV now dominates premium video consumption: the US and UK. In markets like Australia and China, the PC still is the primary viewing device, and the connected TV is not yet a factor. However, across all eight markets studied by nScreenMedia, the PC is universally in decline. Typically, mobile devices are increasing their share of video plays at the expense of the PC.

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