Multi-screen video: matching demand to devices

Ovum recently conducted a consumer survey into online video and the ways consumers view and move video across multiple devices. The ability to view the same video content on multiple devices is now a central plank of many content providers' strategies.

• Executive summary
• In a nutshell
• Ovum view
• Key messages
• Multi-screen video strategy
• Multi-screen video is highly prized among consumers
• Content providers are driving multi-screen video
• Content providers will dictate device video support
• Device vendors must either dictate or comply
• Building a device and content ecosystem is not easy
• Multiple formats enable cross-device, cross-OEM video portability
• Service providers can be key facilitators of portability
• Who is most interested in content portability?
• Device types that consumers would most like to view video on
• Key messages
• Device type breakdown
• Online video viewing by device type
• PCs remain the most popular device for online video
• Consumer interest and the value of content portability
• Young consumers in particular think content portability is important
• Interest in content portability increases brand loyalty
• People who value content portability are more likely to purchase devices that enable it
• Barriers to content portability
• Device ownership is the first barrier
• Device ownership is linked to age
• Use of video portability between devices varies strongly with age
• Most people who don't move content simply don't wish to
• This still represents a small proportion of the total population
• Video portability explained
• Content items or content files
• Hardware capabilities and complexity of format choices
• Video format support is confusing and fragmented
• Popular video container formats
• Popular video codecs
• Video resolution
• Transcoding provides only a partial solution
• Digital rights management (DRM)
• Customer survey
• About our survey
• Number of respondents
• Age and gender
• Annual household income
• List of Tables
  • Table 1: How do you move video from one device to another?
  • Table 2: Income bands used in each country
• List of Figures
  • Figure 1: File-based video portability using side-loading
  • Figure 2: Content portability using web-based video delivered directly to device
  • Figure 3: Devices consumers would most like to watch video on
  • Figure 4: How often do you watch online video?
  • Figure 5: How frequently do you watch online video (streamed or downloaded) on the following devices?
  • Figure 6: Is it important to you to be able to view content on multiple devices?
  • Figure 7: Would you purchase multiple complementary devices from the same manufacturer?
  • Figure 8: Correlation of interest in content portability with device ownership
  • Figure 9: Ownership of key content portability devices is closely linked to age
  • Figure 10: Home devices: ownership by age group
  • Figure 11: Portable devices: ownership by age group
  • Figure 12: How do you move video from one device to another?
  • Figure 13: Why don't you move video between devices?
  • Figure 14: Number of respondents per country
  • Figure 15: Number of respondents by country and by age
  • Figure 16: Number of respondents by country and by gender
  • Figure 17: Number of respondents, by country and by income level
  • Figure 18: Number of respondents that did not disclose income, by country