According to a study by Altman Vilandrie & Company (per FierceWireless), the number of consumers watching TV on their tablets and smartphone is rising. The study shows that tablet ownership increased to 50 percent from 40 percent in 2013 and the percentage of all consumers watching TV or movies on tablets weekly jumped to 26 percent from 17 percent last year.
“While tablet ownership saw solid gains, the significant growth of folks using a tablet to regularly watch TV and movies proves that this is a viewing platform that will be with us for the long haul.” – Altman Vilandrie & Company Director Jonathan Hurd
The research also found that:
- 40 percent of consumers under age 35 watch TV or movies on their smartphones every week.
- 50 percent of consumers under 35 say they spend less on cable due to internet video.
- Consumers who sought to spend less on cable jumped from 26 percent to 35 percent in 2014.
- Consumers that considered cancelling cable service has doubled since 2010 (15 percent to 30 percent).
- Of those who watch TV on their smartphones, 78 percent watch paid online videos weekly.
- 71 percent of smartphone viewers binge watch monthly (i.e. watch three episodes consecutively in one sitting).
- Only 41 percent of the weekly smartphone viewers watch video from TV Everywhere apps.
TV Everywhere was supposed to offer customers another way to watch cable TV on the go while eliminating the need for a Netflix-like option. Instead, as late as last year, data showed that less than half of the top 15 multichannel TV subscribers offered TV Everywhere services while few cable customers know their TV Everywhere login information.
Some of these results run counter from what research firm IDC reported in May. IDC reported that the tablet market growth going forward would be slower than in previous years. Specifically, IDC said that shipments of tablets are forecast to grow 19.4 percent this year, down from a growth rate of 51.6 percent in 2013.
“Smartphone viewers watch more TV, are more aware of services and subscribe to more platforms than the typical consumer. They are the new Holy Grail for the TV industry and providers should be devising strategies for capturing this growing and active demographic, especially as more consumers are cutting back on their cable services.” – Altman Vilandrie & Company Director Jonathan Hurd