YuMe: streaming devices are 'additive,' not competing with each other

Add one more study to the evidence that most U.S. users aren't abandoning in-home streaming devices for mobile streaming: YuMe and Verto Analytics found that while the smartphone is the most prevalent household streaming device, other connected entertainment devices like streaming media players, smart TVs and game consoles play a complementary role in the home, rather than competing against other video players.

Instead, viewers move dynamically from device to device throughout the day, and access video through numerous "touchpoints," the study found.

"Modern digital consumers have become more complex with the adoption of new digital device types. Consumption of digital video is not a predictable exercise that occurs at specific times of day, on a specific device," said Dr. Hannu Verkasalo, CEO and founder of Verto Analytics, in a release.

The study, conducted by Verto Analytics for YuMe, collected data from 8,000 participants across the U.S. aged 18 and over. The Verto Smart Panel measurement tool was able to measure data across multiple devices and media types, from smartphones to PCs, consoles and dedicated streaming devices.

Verto found some interesting stats among streaming audiences: among game console owners, 64 percent also use a tablet. A decided majority of streaming media device owners, 81 percent, also own a personal computer.

YuMe use of streaming video services per device

Also, streaming media devices, like the Roku player, Google's (NASDAQ: GOOG) Chromecast device, and Amazon (NASDAQ: AMZN) Fire TV, saw the biggest growth in 2015, the study found.

A compelling point in the study was that "there is no significant difference in paid video service usage across income classes," although usage was slightly higher among high-income participants -- those earning $100,000 or more per year.

For more:
- see the release
- download the study and this infographic

Related articles:
Netflix releases binge-watching behavior chart
Millennials own the most smart TVs, Baby Boomers are bigger cord-cutters: has the world gone mad?
Transforming OTT from gee-whiz tech to mainstream entertainment source requires continued quality focus

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