Consumers are increasingly watching video on their smartphones a new study has found.
The survey by Parks Associates found that 70% of U.S. smartphone users watch at least one short streaming video clip daily. More than 20% of users send more than 30 minutes each day watching short-form content, such as YouTube clips and music videos. Another 40% watch longer-form videos at least once a day, and the majority of them spend an average of 30 minutes doing so.
This is good news for a number of companies that are increasingly turning their attentions to mobile devices.
The most recent example, of course, is Verizon’s Go90 platform. The new SVOD, which targets millennials and Gen Z, launched in September 2015, and has since amassed a number of exclusive programs from popular YouTube creator, such as Brodie Smith, Lindy Tsang (aka BubzBeauty, pictured), Justine Ezarik (aka iJustine), and MCNs, such as Whistle Sports and Machinima. By December of last year, the app had been downloaded more than 1.8 million times, and was expected to hit the two million mark early this year, according to Boston-based research firm Apptopia (Verizon itself has not released subscriber information).
White-label app maker Victorious has also seen steady growth in signing on YouTubers. The app allows fans to connect directly with their favorite creators, access exclusive content and, of course, stream more videos. To date, Victorious has partnered with more than 70 brands and influencers to create its specialized apps, which company refers to as “communities.” Among its clients are creators Ryan Higa, Lilly Singh, The Young Turks, Machinima and Nash Grier. Their apps, which also allow fans to communicate directly with, and even follow, one another, have proven popular. Higa’s, Singh’s and Machinima’s apps, for instance, have all shot to the top of iTunes most-popular apps list at some point.
On YouTube, the average watch session on mobile is also up to 40 minutes, attracking more viewers in the 18 to 49 demo than most cable networks, according to Google’s own investor statistics.