The popularity of streaming OTT has reached unprecedented levels during the pandemic, according to the Mobile Streaming Report 2021 by the analytics platform Adjust.
Lockdown measures challenged the myth that the majority of mobile streaming takes place during commuting. Since the COVID-19 outbreak began, 84% of consumers have used their smartphones to stream more content.
On average, more than half of the consumers surveyed (52.5%) said they are watching more video content by streaming since the forced suspensions of activities began. Only 12% of consumers are reproducing less streaming content.
Based on research among 8,000 consumers in the United States, United Kingdom, Germany, Turkey, Japan, Singapore, Korea, and China, the Mobile Streaming Report 2021 study also revealed that there are strong streaming habits in all generations of consumers. mobile-oriented countries. In total, almost 90% of users aged 55 and over in China (89.8%) and Turkey (88.9%) say they use streaming to watch content on their phone every day or at least more than once a week.
“This drastic shift towards routine mobile streaming across the world and across generations has created tremendous advertising opportunities, as well as a new role for mobile analytics.”
Gijsbert Pols, lead product strategist Adjust.
“By understanding the ways and times people consume streaming content, as well as which channels and campaigns deliver the greatest marketing impact, there is virtually unlimited potential to build a large loyal user base with a high life cycle value (LTV) “.
Connected television creates new opportunities
Adjust’s research also reveals how popular second-screen use has become around the world with the rise of connected television (CTV). On average, more than three-quarters of participants use their mobile phones while watching television, and this consumer behavior is most pronounced in Singapore and China (both with 85%), closely followed by the United States ( 83%).
Social applications are the most popular among people who use a second screen (65.4% on average), followed by applications for banking services (54.9%) and games (44.9%). People who use a second screen in APAC have a strong appetite for food delivery applications, with the highest percentages of use of these applications in China (65.2%), Korea (36.6%), and Singapore (48.2%).
Advertisers can take advantage of the two-screen trend by placing a call-to-action in their TV ads, for example, for users to download an app using a QR code. This has the potential to create a totally new and interactive experience for the brand between two devices.
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