A new study finds that video viewing has become even more of a smaller-screen experience, especially for younger viewers.
Wednesday, Leichtman Research Group announced that in its latest Emerging Video Services survey, 59% of U.S. adult respondents said they get in at least some video viewing on a non-TV device every day. But among 18-34 demographics, that figure jumped to 83%.
Five years ago, 43% of respondents to Leichtman’s survey reported daily video viewing on non-TV gadgets, and in 2012 the figure was just 18%.
“While non-TV devices provide the ability to watch video anywhere, the most common location for watching video on non-TV devices continues to be in the home,” LRG president and principal analyst Bruce Leichtman said in the announcement. “Eighty-two percent of those who watch video on a mobile phone, and 85% of those who watch video on a tablet or eReader, do so at home.”
Other insights from this year’s study:
- The daily non-TV viewing share was lower for YouTube, at 51%, and lower still for news clips, at 35%.
- A full 50% of adults watch video on mobile phones every day, versus 33% five years ago.
- The big three SVOD services — Netflix, Amazon Prime and Hulu — have extended their reach into households, with 83% reporting a subscription with at least one of them. Five years ago, that number was 64%.
- Meanwhile, 64% of U.S. households now subscribe to more than one SVOD service, almost double the 33% figure observed in 2017.
The Durham, N.H., consultancy conducted this survey through June and July, reaching some 1,265 people online and roughly 635 via landline and cell phones. Its announcement notes that this random sample was “distributed and weighted to best reflect the demographic and geographic make-up of the U.S.” and estimates the statistical margin of error at plus or minus 2.3%.