OTT & Transmedia : Neilsen reporting a continual rise in Digital Video consumption by Jonathan Kramer

Thanks for the share Jonathan. A 19% increase is a big leap up. The demographic tested rose from 11 minutes per week to 15 year on year. I wonder what the ceiling is here? I would imagine that the rise is being fueled by usage during commute time. I'm not sure if "bedtime viewing" is included but I think that's a significant portion. Also is the great dinner time disconnect included? i.e. The family together in theory but in reality all watching their own thing. Either way it can grow a lot further than 15 minutes a week!

I'm actually surprised the average viewing time is only 11 minutes per week. I wonder if YouTube was counted in that stat or just straight streaming of films and shows?

I would agree with Shannon that these are UBER conservative estimates which tells us the segment Nielsen is using to make this determination is far from accurate. Binge watching is HUGE in the millennial sector and that means the average consumer is probably streaming episodes for HOURS rather than 11 minutes. The other crucial element is that Nielsen uses social media as a major market share barometer, which means social TV/Film will become mainstream.

Yeah. I was just quoting the article. I bet bedtime viewing is huge, just not as well researched.

I'd even argue mid-day video streaming by Millennials while at work/school is a huge percentage as well.

Absolutely Shannon :) Much of the research I've done points to mobile media consumption, which is why I've been banging my head to come up with a better transmedia franchise idea that's ideal for mobile viewing while innovative, entertaining and insightful.. Target audience: millennial multi-ethnic women.

And then this story shows up which supports what we're saying here: http://adage.com/article/media/premiere/300509/

hi Jonathan, don't bang your head thinking up franchise ideas that work for mobile. Mobile is one part of the user journey. We all have a process we utilise with our technology on a daily basis. They fall into three key phases or types of interactions, lean in, lean out and engagement. When you build experiences for a device, you're not just building for the device, you're building for the interaction phase. Mobile isn't always about consumption, in fact, its frequently an engagement phase. Let me explain the phases properly: Lean in: a productivity device, usually involving a keyboard. When we use this device, regardless of time of day, we expect to end up with a productive output such as a word document. Lean out: these devices usually involve touch screen technology such as an iPad or tablet device. When we have a lean out encounter its to consume, not interact or be productive. This is usually when we stream video content or listen to music. We don't expect to be productive. Engagement: this is usually an interaction phase that means we need an urgent answer to an immediate question or need. A map to get us to our next meeting, our calendar to check when the next meeting is, a phone number, to google or IMDB the name of that actor who was in that film we're talking about. We need immediacy and therefore we want one thumb control which usually means a mobile device. This is why casual gaming usually requires one finger or thumb to play effectively. The game is designed as an engagement phase activity that utilises the mobile device in short burst play sessions optimised for commuting. (see also econometrics of casual gaming). So to summarise, if you're looking for a franchise to put onto mobile, you're not thinking about the interaction phases that occur with devices and the fact that actually, a mobile device isn't suitable for long form engagement with an IP or franchise or if you want them to take in a significant volume of information/data about your franchise universe. To put it into pretty pictures, here's an oldie but a goodie about what people do with their mobile phones.

Very insightful and informative Tanya.. Lots of buzz around Social TV and Film these days which was what the reference to Nielsen using social media as a barometer was about. The other analytic with the teen sector has to do with them using their phone almost exclusively for consumption as well as interacting, socializing, gaming and more. I would think the use of devices is connected to demographics to some extent. Boomers watch TV, use FB and rarely cut the cord, as example.

from an anthropological perspective, we are moving toward's a learned helplessness on our mobile technology. Essentially, we have mapped emotional and empathetic responses and triggers to our mobile phones. As an example, an exercise we often engage in during any of our workshops/lectures/speaking engagements is to ask everyone in the audience to take out their mobile phone, unlock it and hand it to the person next to them and let them have a rummage around on their mobile phone. At this point there's usually a collective gasp of horror at the thought. When questioned, invariably every person in the room responds the same way. The question: if you did this, would you feel violated? so, in short, we would feel violated if someone took a rummage on a piece of technology that we have mapped emotions and feelings onto. From that perspective, age is entirely irrelevant, sure, certain demographics have a higher propensity to use mobiles all the time, but fundamentally, its something we've all learned to become dependent on. Imagine not having your phone to give you the information you're looking for, to watch a film, play a game, find a phone number, check your social media. That's something we're all addicted to regardless of age.