The Third Screen Revolution The Explosion In Mobile Video

The 20,000 Foot View

Mobile might be eating the world, but is it eating video? The rapid uptake of mobile video consumption in recent years has captured the attention of many as it raises questions about where the future of video consumption is headed. Though it might cannibalize some TV and online viewing time, mobile video is here to co-exist alongside its large-screen cousins rather than to replace them. Consumers spend increasing amounts of time on mobile devices and publishers and advertisers have a growing interest in reaching them there. For mobile video strategies to remain relevant in the long term, consumption nuances offered by the smartphone (and tablet) environment must be identified and catered to. 

Key Findings

           of consumers watch videos on Facebook            of consumers watch videos on Facebook on their phone            of consumers frequently unmute videos on Facebook
• Mobile Video            not here to replace online            or TV viewing, but to            alongside them as a parallel           
• Mobile Video            not an extension of traditional            but a standalone consumption environment            nuanced consumer behavior and preferences
• Mobile Video            are broken as CPV across            lacks like-for-like comparisons
• Video viewing            smartphones is socially isolative, making            need for virtual social connectivity           
• User generated            video typically struggles with monetization,            traditional content services often fail            content format innovation
• Smartphone device            position them well for ad-hoc            form content
• Telcos are            positioned to capture a share            the mobile video market

Companies mentioned in this report : Facebook, Snapchat, Verizon, Live Stream, Hulu, YouTube, Nickelodeon, MTV, Periscope, Meerkat, Vine, Netflix, Amazon, Disney Life, BuzzFeed