New Delhi: The average amount of time spent by consumers watching television and videos on mobile devices has grown by more than 200 hours a year since 2012, according to a report by telecommunications equipment and services company Ericsson.
The report, titled ConsumerLab TV & Media Report, said the weekly share of time spent on watching TV and video on mobile devices has grown by 85% in the last six years, driving up overall TV and video viewing by an additional 1.5 hours a week. The study was conducted across 24 markets including the UK, US, India, China, Brazil and Australia among other countries.
At the same time, the time spent by viewers on fixed screens has seen a decline. “The surge in mobile viewing is offset with a decline in fixed screen viewing of 2.5 hours a week, however the appetite for TV and video is not waning,” the report said.
“We can see consumers increasingly ask for seamless access to high quality TV and video content, across services and devices. For consumers in general, and millennials in particular, being able to watch on the smartphone is key,” said Zeynep Ahmed, senior advisor at Ericsson ConsumerLab.
According to the report, 40% of the respondents said they watch online video platform YouTube daily, 10% of the respondents said they watch YouTube for more than three hours every day.
The report also highlighted that content discovery remains a huge frustration for consumers while choosing what to watch on the online video platforms, though consumers find it less frustrating as compared to television as “it (video-on-demand platforms) implicitly promises the opportunity to find something they want to watch, when they want to watch it.”
Pratik Gupta, co-founder at independent digital agency Foxymoron agreed that people are moving towards online streaming services from traditional mediums like television. “There is no debate. With cheap and affordable data, people can easily watch whatever they want watch--whether it is Netflix, Hotstar or Ditto TV. There are far too many options today,” he said.