Mobile is repeatedly cited as a huge growth opportunity for digital platforms and content creators, and the latest stats from Canada show why.
Of all smartphone users in that market, 35% said that they use their device to stream video content, according to a report from Media Technology Monitor (MTM).
That figure is up from 27% over the previous year, and the first time the MTM report has reported growth in the category since 2010. The video streaming rate across all English-speaking Canadians including non-smartphone users is 23%.
The Streaming Media on Smartphones report is based on a survey of 4,009 English-speaking Canadian adults who were asked what kind of media they had streamed on their smartphones within the previous month. While the majority of smartphone users still do not use their devices to access streaming audio, video or television, all categories saw significant growth in 2013.
While the numbers for video are high, only 18% of smartphone users and 12% of Canadians in general say that they watch television programs on their phone, although that still represents growth compared to years past.
The report also reveals that smartphone users consume more media in general, across all types of devices. On an average week:
Smartphone users watch nine hours of online video, compared to five for the typical Canadian.
Those who use their phones to watch TV programs watch an average of nearly 22 hours, compared to 18 for the typical Canadian.
The most commonly used service for music streaming was YouTube, beating out personalized services like Rdio and Songza. However, smartphone users were far more likely to use those services: 58% of them compared to 31% of all those who only stream music on their computer.
As one might expect, younger users were more likely to utilize streaming media services. Half of users in the audio and video categories and a third of those in the television category were in the 18- to 34-year-old range.
From Media in Canada
Image: Screengrab from MTM website