US Mobile Video Viewers Happy to Watch Long-Form Content

Vuclip-US-Mobile-Video-Viewers-and-Long-Form-Content-Oct2013While research shows that most online video views are reserved for short-form content, a new survey suggests that mobile video viewers aren’t deterred by small screens, and are quite happy to watch TV shows and movies on their devices. The survey, conducted by Vuclip among 455 mobile video viewers in the US (primarily male youth), found roughly 8 in 10 saying they would watch their favorite TV serial on their phone were it available. An even greater proportion (88%) would watch their favorite movies on the proverbial second screen.

Asked which of 4 options they would prefer given 2 hours to watch video on their mobile phone, a plurality 47% of respondents chose the option to watch a single movie, with 8% saying they would watch 4 serial TV episodes. By comparison, 25% would watch multiple short movie scenes, and 20% would watch multiple song clips.

The results suggest a burgeoning market for OTT service providers such as Netflix and Hulu Plus, but also means that pay-TV providers stand to benefit from increased awareness of “TV Everywhere” options.

Meanwhile, the Vuclip survey finds that video buffers are US respondents’ biggest concern with watching longer videos on their phones, ahead of other concerns such as lack of content availability and cost. Recent data from Akamai suggests that online video viewers have more patience for pre-roll ads than they do for slow-loading content.

About the Data: The survey was conducted between September 24 and October 1.

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