Place-shifting Viewing Newest TV and Video Viewing Habit

  • Ericsson ConsumerLab
STOCKHOLM - People are watching one piece of content across several locations and times, according to a new Ericsson ConsumerLab report. Ericsson calls this "place-shifted viewing" and identifies it as part of a trend in new attitudes toward television viewing. Forty-one percent of respondents aged 65 to 69 watch streamed on-demand or time-shifted video more than once a week.

The report also found that:

  • 72 percent of respondents watch TV and video on mobile devices each week

  • Content is watched in separate chunks of time, but seamlessly on different devices and in different situations

  • More than 40 percent of respondents over age 65 watch on-demand content

  • Consumers rank "à la carte" video content as a top-five aspect of their viewing experience

  • 72 percent of respondents say they use mobile devices to watch video at least weekly, and 42 percent of them do so outside the home.

  • 75 percent of people multi-task by using mobile devices while watching TV.


"When the TV industry began talking about mobile TV, everyone assumed it was going to consist mainly of professionally-made shorter video clips," said Anders Erlandsson, senior researcher at Ericsson ConsumerLab. "Now, we see a really interesting twist on that story. People are indeed watching shorter video sessions, but they create the video clips themselves by pausing and resuming full-length TV shows and movies whenever it suits them.

"We also noticed that there is a continuing re-definition of television and video among consumers. Given that 82 percent of people use YouTube or similar services at least monthly, we had to wonder whether watching a recipe online in the kitchen counts as 'watching TV' or just 'getting instructions'," Erlandsson continued.

In fact, over half of the respondents state that their computer and Internet connection are integral parts of their TV and video consumption habits. Those tools enable viewers to pick and mix what, how, and when they watch - similar to making a selection at a restaurant.

"The quest has begun to become the first easy to use, à la carte TV solution provider that aggregates consumer TV and video needs," Erlandsson added. "Consumers rank having an à la carte TV offering as the fifth most important aspect of their viewing experience."

No Single Favorite Mode of Viewing
All varieties of watching multimedia are important, and none is emerging as a clear favorite among consumers. Erlandsson continued, "Previously, we have seen rapid growth in on-demand viewing. Now we are seeing that trend taper off somewhat, but among people aged 55 to 59, the growth is dramatic - with an 18 percent increase in on-demand viewing more than weekly since 2011.

Linear TV Viewing Still Important, Especially Sporting Events
All in all, it's not yet time to say goodbye to classic television viewing. "Linear TV still has an important role for consumers, and we don't see any decline in frequency of usage. For example as many as 36 percent of respondents feel that watching live sports is a very important part of their TV habits," Erlandsson said.

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