According to global information provider, The NPD Group, 57 per cent of all US smartphone users access video content via an app at least once a month, with iOS users more likely than Android users to access video content, 66 per cent versus 49 per cent, respectively. Streaming video is the number one driver of cellular and Wi-Fi data consumption on mobile and fixed networks, accounting for 78 per cent of the total data used by smartphone owners, with streaming video apps like YouTube and Netflix driving the greatest data demands.
YouTube is the top ranking video app for both iOS and Android users, with 45 per cent of smartphone users accessing the app on a monthly basis, as stated in the latest Smartphone and Tablet Usage report from NPD’s Connected Intelligence. Netflix has the second highest usage rate with 18 percent of users launching the app monthly. Notably, iOS smartphone users are much more likely to access Netflix, with nearly a quarter of them using this app within a given month, compared to only 10 per cent of Android users.
“Smartphone penetration is continuing to grow and the battle among mobile carriers to retain current subscribers, as well as grow their base is fierce,” noted Brad Akyuz, director, industry analyst for NPD’s Connected Intelligence. “Access to content is becoming a key differentiator for carriers, in addition to unlimited data plans that allow consumers to watch OTT video at home and on the go with peace of mind. As the installed base of smartphones with large displays grows, we expect mobile video data consumption will do the same.”
In addition to growing mobile video consumption, consumers are also looking to their TV-connected devices to stream content. According to the Application and Convergence report from NPD’s Connected Intelligence, consumers that use TV-connected devices to stream video grew by five percentage points versus the same timeframe a year prior (Q2 2017 vs. Q2 2016). In total, 57 million US households own a TV-connected device, up from 50 million year-ago, which is driving an increase in usage across the top video streaming services.
“Through partnerships with content providers like Netflix and DirecTV, mobile carriers are extending their reach into the consumer’s living room,” said John Buffone, executive director, industry analyst, NPD Connected Intelligence. “As mobile carriers continue to bundle access to content and remove barriers, such as data limitations, video usage both at home and on the go will continue to thrive.”