MUMBAI: The eighth Ericsson annual ConsumerLab TV and Media report predicts that the growth of on-demand viewing will continue to soar through to 2020, making up almost half of total viewing.
50 per cent of all TV and video viewing will take place on a mobile screen (tablets, smartphones and laptops), an increase of 85 per cent since 2010, with the smartphone alone accounting for almost one quarter (an increase of nearly 160 per cent since 2010), the study says.
Additionally, VR will be on the road to becoming mainstream, with 1 in 3 consumers becoming VR users by 2020.
"This year also marks the first time that we have explored the level of consumer interest in VR in conjunction with media consumption, and the findings have been fascinating. VR has the potential to bring together people from all over the world and create deeper, more personalized, and more complementary media experiences. As consumer expectations for on-demand, mobile and immersive viewing continues to increase, the TV and media industry must focus on delivering highly personalized services in the very best possible quality available,” says Ericsson ConsumerLab Senior Advisor Anders Erlandsson.
More viewers demand VOD services
The study says time spent watching TV and video content has reached an all-time high of 30 hours a week, including active viewing of scheduled linear TV, live and on-demand internet services, downloaded and recorded content, as well as DVD and Blu-ray.
However, close to 60 per cent of viewers now prefer on-demand viewing over scheduled linear TV viewing, an increase of around 50 per cent since 2010. The average number of used on-demand services has increased from 1.6 in 2012 to 3.8 services in 2017 per person; 2 in 5 consumers already pay for on-demand TV and video services today and nearly a third (32 per cent) say they will increase their on-demand spending in the next 6-12 months. Portability is also becoming increasingly important factor, with more than a third of consumers wanting access to content when abroad.
Smartphone viewing also continues to gain ground; approximately 70 per cent of consumers now watch videos on a smartphone – double the amount from 2012 – making up a fifth of total TV and video viewing.
16-19-year-olds watch the most content each week (33 hours), an increase of almost 10 hours a week since 2010. However, more than half of this demographic spend their time watching content on-demand, with more than 60 per cent of their TV and video viewing hours spent on a mobile device screen.
Content discovery ranks high
The findings show that while consumers have more access to TV and video services than ever before, the average time spent on searching for content has increased to almost one hour per day, an increase of 13 percent since last year. In fact, 1 in 8 consumers believe that they will get lost in the vast amount of available content in the future.
With the user experience becoming ever more fragmented, 6 in 10 consumers now rank content discovery as “very important” when subscribing to a new service, while 70 percent want ‘universal search for all TV and video’.
VR is the future
Consumers also value high quality viewing experiences as well as immersive experiences. Close to a quarter of the surveyed consumers say they already have access to a 4K UHD TV screen and another third plan to get one. With a third of consumers projected to be VR users by 2020, the technology is expected to play an essential role in the future of TV and video, the study notes.
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