Furthering the point that we, the digital consumers, want our entertainment anytime, anywhere, a report from In-Stat states that 50% of tablet users are watching TV and film on the devices. That's a pretty decent percentage right there, and it really shows how fast we are to adopt a new form factor to our already voracious streaming video needs. Yeah, I used voracious, you got a problem with that?! We are, aren't we?
Seriously, in a report put out yesterday by Scottsdale-based In-Stat, they said:
Online digital video distribution now allows consumers to access more content, on more devices, and in more places, than ever before.
How about a resounding "hell yeah?" The report states that 50% of tablet owners are watching both full TV episodes as well as full-length feature films on them. Those tablet users are also extremely social creatures, as around 50% of them in the 18-24 age demo also hit some social networking sites specifically about the TV show they were viewing.
In-Stat also found that 86% of smartphone and/or tablet users will view some form of online video while 60% of them will be watching something supplied by an OTT device in the home.
So what's that mean for the online video advertiser and marketer?
Well, it's going to be increasingly harder to hit these consumers. Yes, I said harder, as in more difficult because the market is heading for a potentially rapid uptake which could mean a shift in focus for many large marketers and advertisers. So then there will be more ads, higher rates and generally a more crowded marketplace.
There's nothing wrong with that. Competition is good for an industry and for consumers in general. Also, with all these large numbers coming out about online video viewing, hopefully, someone in high places at all those studios will realize this is the future and get their content together and start packaging it up for us to consume… without requiring us to also have a subscription to some archaic delivery system like cable or satellite. Yes, HBO I'm looking at you.
There's probably far more interesting stuff in that report, I just have yet to get my hands on the full thing along with the methodology. So take these numbers with the standard pinch of salt until we can see exactly how they were arrived at.