An overview of video-on-demand content consumption by device.
- Two-fifths (41%) of video-on-demand content consumption happens on TV.
- In comparison, smartphones now take a one-quarter share (26%) and this has grown from 21% in the previous year.
TV is the most popular device for video-on-demand content but smartphones are gaining share worldwide, according to data from video analytics company NPAW.
Two-fifths (41%) of video-on-demand content consumption happens on a connected TV device and this has remained stable over the past year.
In comparison, smartphones now take a one-quarter share (26%) and this has grown from 21% in the previous year, representing the largest increase across all devices.
PC video-on-demand consumption places third but has seen the largest decline, down to 12% in Q4 2021.
Digital video consumption is growing strongly and advertisers are moving their budgets as a result – WARC Data expects OTT video ad spend to grow by 20% this year, with direct-to-consumer brands playing an important role. This comes as linear TV advertising increasingly reaches a smaller group of people.
For brands using digital video, the popularity of sharing accounts can present some difficulty around targeting and personalisation. The wide range of platforms, with audiences using an average of five, can also be a challenge.