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The Third Screen Revolution The Explosion In Mobile Video

Report by Karol Severin and Tim Mulligan
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The 20,000 Foot View

Mobile might be eating the world, but is it eating video? The rapid uptake of mobile video consumption in recent years has captured the attention of many as it raises questions about where the future of video consumption is headed. Though it might cannibalize some TV and online viewing time, mobile video is here to co-exist alongside its large-screen cousins rather than to replace them. Consumers spend increasing amounts of time on mobile devices and publishers and advertisers have a growing interest in reaching them there. For mobile video strategies to remain relevant in the long term, consumption nuances offered by the smartphone (and tablet) environment must be identified and catered to. 

Key Findings

           of consumers watch videos on Facebook        of consumers watch videos on Facebook on their phone        of consumers frequently unmute videos on Facebook
  • Mobile Video is not here to replace online video or TV viewing, but to coexist alongside them as a parallel market
  • Mobile Video is not an extension of traditional viewing but a standalone consumption environment with nuanced consumer behavior and preferences
  • Mobile Video Metrics are broken as CPV across platforms lacks like-for-like comparisons
  • Video viewing on smartphones is socially isolative, making the need for virtual social connectivity crucial
  • User generated mobile video typically struggles with monetization, while traditional content services often fail in content format innovation
  • Smartphone device characteristics position them well for ad-hoc short form content
  • Telcos are well positioned to capture a share of the mobile video market

Companies mentioned in this report : Facebook, Snapchat, Verizon, Live Stream, Hulu, YouTube, Nickelodeon, MTV, Periscope, Meerkat, Vine, Netflix, Amazon, Disney Life, BuzzFeed

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