The new report by Adobe Digital Index (ADI) claims that larger screens are helping to “close the gap in video viewing frequency” between mobile devices and desktops.
The study said TV Everywhere viewing has seen 282% growth year-over-year, with Apple TV devices doubling their share of premium video viewing quarter-over-quarter from 5% to 10% – overtaking Roku.
“Overall, connected TV devices, such as Apple TV, Roku, and gaming consoles, such as Xbox, saw dramatic TV Everywhere share growth, from 6% to 24% year-on-year. These devices have taken share away from Macs and PCs; marketers need to take note and adjust strategies accordingly,” said ADI.
In total, Apple devices were found to drive 62% of all authenticated pay-for-TV video views, with Apple widening its lead of viewing share from 43% to 47% year-on-year, while Android’s share remained relatively flat at 15%.
ADI said that the number of online videos viewed per visitor on smartphones was up 22% year-on-year and that tablet views per visitor are now “just as frequent as desktop views per visitor.”
“When it comes to digital video, people are either watching on a portable device or on a high-fidelity screen. It looks like desktops are losing the battle in the home, bringing the TV Everywhere viewing platform full circle and returning viewers to the living room,” said Tamara Gaffney, principal analyst at ADI.