At the 2016 Association of National Advertisers Masters of Marketing Conference in Orlando, Florida, Yahoo presented research into the opportunities for advertisers through live video. Most recently in this series we looked at our research with Deep Focus and Ipsos into the live video opportunity.
With faster connection speeds and larger screens, mobile is now a preferred platform for video viewing.
Users say the attributes of their mobile devices have actually become a motivating factor when it comes to digital streaming. According to data by Flurry from Yahoo, "Phablet” owners (i.e., devices that could also be classified as large phones or small tablets) report exponential year-over-year growth in their live video consumption, especially in Sports (+427%) and Music / Media / Entertainment (+255%).
Because consumers can now seamlessly watch live online video so easily from their mobile devices, they are adapting their viewing behaviors accordingly. Fully two-thirds of users reported typically watching live online video away from home, significantly higher than those who said they watch either live TV or (non-live) on-demand web content away from home.
As expected, millennials are at the leading edge of this behavior change. They are considerably more likely than older video viewers to watch live online content on mobile devices: 70% of this young adult segment reported consuming live online video on their smartphones, compared to 56% for the general population.
Millennials also view live online content on laptops, tablets and connected TVs in greater numbers, but the gap is highest on smartphones.
One interesting side note: While all age groups report that they’re most likely to use PCs and laptops to watch live online content, we expect that as smartphone screens increase in size, we will see even greater usage on mobile devices across all age categories.