The report also found that for binge watching, viewers prefer a connected TV (40% more preferred than a tablet, and 50% more preferred than both a smartphone or PC). Short-form content is most popular within the home (19% live; 53% short; and 27% long).
That said, about 79% of out-of-home video requests came from tablets and smartphones, and 13% came from laptops. Long-form content is most popular outside the home (25% live; 36% short; and 39% long).
"In this digital era, viewer streaming data provides publishers with unprecedented opportunities to better understand their customers and use those insights to deliver more delightful viewing experiences," said Ed Haslam, CMO at Conviva. "Conviva's data shows how a variety of factors contribute to viewers' level of engagement and quality of experience, which are critical for keeping customers loyal to their streaming services of choice."
"As viewing times on connected TVs are rapidly approaching regular broadcast TV levels, it's clear that video service providers need to carefully manage the viewing experience on every screen," added Colin Dixon, founder and principal analyst at nScreenMedia. "Never has it been more important to fix poor streaming performance."