“Tablet adoption, now close to 50 per cent of all US broadband households, increases demand for mobile video and content services,” said Heather Way, senior research analyst, Parks Associates. “Our research finds 44 per cent of tablet owners increased their video usage on the device over the past year. Content owners and service providers have the dual challenges of managing video delivery and discovery on multiple platforms while also improving consumer engagement.”
“Any effective strategy for digital media has to reach across multiple devices to engage consumers,” said D.P. Venkatesh, CEO, mPortal. “Consumers are accelerating their video viewing outside of traditional channels, and cloud-based video management and second-screen integration are becoming essential in providing consistency and value in the viewing experience. We are pleased to be working with Parks Associates in analyzing the current state of the market and exploring future directions and business opportunities.”
Parks Associates research shows more and more TV viewers, especially users under 30, are using smartphones and tablets while watching video on a TV set. Common second-screen activities include reading tweets, looking up show information, and shopping. Growth in smart TVs, which will exceed 50 per cent of all US broadband households, also opens new avenues for video delivery and consumer engagement.