The most popular device for out-of-home video viewing is, of course, the smartphone. But the devices some people consider portable might surprise you.
1 in 10 connected devices used outside of the home
The new white paper The Secret Life of Streamers, from nScreenMedia and Conviva, shows that about 1-in-10 devices used in home for streaming are also used outside the home. Of course, the hands-down favorite mobile streaming device is the smartphone. 79% of out-of-home video requests come from Android and iOS devices, with iOS requests outpacing Android 2 to 1.
The PC is also a very popular device for out-of-home video viewing. 13% of on-the-go video requests come from the PC, Mac, and Chromebook.
The fact that more than 9 in 10 out-of-home video requests come from smartphones, tablets and PCs should come as no surprise. Many of us never leave home without our smartphones. And the laptop and tablet are also frequent ride-along devices. However, though the number of users are quite small, it is interesting to look at what devices some people consider to be “portable”.
Weight, size not a deterrent to some
It’s quite surprising to see that television connected devices, which many would consider to be “fixed” home devices, are thought of as portable by a small but significant group. 6% of the out-of-home start requests came from Internet set-top boxes (iSTBs) and game consoles.
Simply put, the smaller the device the more portable consumers consider it to be. The most popular iSTB by far is the svelte and cheap Chromecast. Almost half of all out-of-home TV connected device video requests came from Google’s device. It is the smallest and lightest of all the iSTBs, and it is also very easy to hook up to an open HDMI connected on a friend’s television. It can also be powered by a USB connector, which many TVs now have.
The second most popular portable TV connected device is Roku. 28% of mobile video requests came from this device. Though Conviva data does not indicate the exact Roku device, it’s likely the company’s streaming stick is the one people are carrying with them. It shares many of the same advantages as Google’s Chromecast.
12% of out-of-home video requests came from game consoles. PlayStation was preferred 2 to 1 over Xbox for out-of-home video viewing. Least used of the mainstream devices are the Apple TV ( 9%) and Fire TV (4%). Both devices are the heaviest and most expensive of the Internet STBs.
Mix of content viewed more balanced outside the home
The nScreenMedia white paper had a surprising conclusion about the type of content viewed outside the home. In-home viewing through connected devices is dominated by short-form, not long-form content. 53.5% of video starts in the home are for short content, 27% for long, and 19.5% for live. Out-of-home viewing tends to be more balanced between short, long, and live video. Short content share of mobile video starts is 39%, long form drives 36% of starts, and a quarter of video starts are for live content.
Why might in-home viewing be biased toward short-form content? It could be that consumers do much of their long form viewing on the television through their pay TV operator.
This data illustrates that an online video providers needs to take mobile access of their content seriously, even if the focus is on long form content. And those out-of-home requests might come from any device, even those considered fixed.
To learn more about the secret life of streamers download the free white paper from nScreenMedia today.
Why it matters
A small, but significant, number of consumers take seemingly fixed in-home streaming devices with them when they head out the door.
Small, light-weight streaming sticks dominate the category.
Weightier devices, such as game consoles and Apple TVs, are also used outside of the home by a small number of consumers.