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When it comes to premium digital video, the big story isn’t mobile. Instead, it’s the TV screen, and specifically OTT streaming devices, which have grown to exceed all other devices in premium digital video ad view share. That’s according to FreeWheel’s latest quarterly report [download page], this one covering Q1 2017.

It’s been a remarkable rise for OTT streaming devices, which now represent almost one-third (32%) of ad views, edging desktops (31%) for the top spot.

Just 2 years ago, these devices accounted for only 8% of premium video ad views, meaning that their share of views has quadrupled in that time frame.

Combined with set-top box video-on-demand (STB VOD: 16% share), TV screens now represent almost half of premium digital video ad views.

Meanwhile, mobile’s share of ad views may have peaked: during this past quarter, smartphones and tablets together represented 21% share of premium video ad views. That’s down from 27% share last year, mainly due to a decrease for smartphones (13%, down from 18%).

These trends have also been picked up in the TV Everywhere space, where data from Adobe Digital Insights has been demonstrating a more influential role for TV-connected devices as growth rates for mobile devices slow.

It’s also worth thinking of these trends in the broader perspective of more long-form and live viewing, with FreeWheel putting it succinctly: “TV-quality experiences drive viewing.”

About the Data: The results are based on FreeWheel’s analysis of usage and monetization of professional, rights-managed video content, comprised of more than 200 billion video starts in 2016 and 59 billion video starts for Q1 2017.

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