While Apple's (NASDAQ: AAPL) iPad and iPhone dominate the overall mobile video viewing market, two tablet-size devices--Amazon's (NASDAQ: AMZN) Kindle Fire and Samsung Galaxy--are grabbing a huge share of video viewing rates, a new study by Adobe has found.
Adobe Digital Index's Q3 benchmark report said that when a Kindle Fire user visits a media website, 85 percent of the time that user views a video. Ditto for Samsung Galaxy products like the Tab, Note and S5: media website visits resulted in video views 83 percent of the time.
By comparison, iPhone and iPad viewing results underperformed by half or more.
Where Apple's products shine is in video starts: 81.4 percent of all video starts on smartphones were recorded on iPhones, and iPads grabbed 80.7 percent of all video starts on tablets.
One possible reason for the growing popularity of tablets? Screen size, said Tamara Gaffney, principal analyst for ADI. "Devices such as the Kindle Fire and the Samsung Galaxy are proving to be very video-centric and could represent a sweet spot."
The results came from ADI's analysis of 177 billion total online video starts on its streaming platform during 2013 and 2014, a post on Adobe's CMO blog explained.
Adobe's more granular data is interesting in light of quarterly index reports from JW Player and Ooyala released a few days ago. JW Player said that its streaming clients' users watch video on tablets more than on any other device, averaging 40 minutes per month. Ooyala found that its streaming clients' users views on smartphones and tablets grew 114 percent from the third quarter of 2013. Further, it found that tablet viewers watch more long-form video than any other mobile device.
Video starts per visit, by device. (Source: Adobe Digital Index)
- see Adobe's CMO blog
JW Player index puts tablet viewing ahead of smartphones, desktops
Ooyala: Smartphone, tablet OTT viewing jumps 114% since last year
AT&T: Kids watch more video on smartphones than on televisions