Mobile TV is Just the Start
As I’ve previously mentioned, video streaming over mobile devices has shifted consumption behaviors. Mobile users’ demand for better mobile capabilities when streaming is forcing content, infrastructure, and advertising providers to re-think their strategies and respond accordingly.
Their voices are the reason for increased availability of Wi-Fi, the growing trend toward unlimited streaming, and the emergence of 5G technology. They are the driving force behind how video streaming evolves on mobile. Here’s a quick look at notable shake-ups which are a direct result of user-influence.
Mobile-specific content for better UX
Netflix has begun toying with the idea of creating specific versions of content, purely for mobile viewing.
What this means is that if you were to watch a movie or TV show on a 10ft device, it would not look the same on your mobile device. Certain shots would be optimized for a smaller screen (e.g. less wide angle shots, closer crops, etc.). Essentially, the completed master files would need to be edited in post-production — which is a strong push on content creators to enhance experiences for mobile viewers.
Mobile beats traditional TV (creating a sweet spot for advertisers)
Here’s a stat for you, courtesy of YouTube’s CEO, Susan Wojcicki, “YouTube is now reaching more people in the oh-so-coveted 18–49-year-old age demographic on mobile than any TV network is period.”
The key to this statement — — ‘on mobile’.
YouTube is now in a position to target the largest demographic with the most spending power, on a device that is trumping the viewing numbers of traditional TV. If there has ever been a time for advertisers to take notice of mobile viewing, it’s now.
Offline viewing becoming table stakes
Showtime is the latest mainstream app to integrate offline viewing to their feature-set. Before that, both Hulu and Netflix announced their own offline viewing announcement.
Offline viewing lets mobile users enjoy their content wherever they want without struggling with data caps and breaking the bank. Its mainstream attraction means it’s only a matter of time before this trend ripples to other apps and becomes an industry norm.
No form factor left behind
Most mobile users own more than one device and want to be able to use all of them interchangeably. This is causing mobile-specific providers to address different form factors. I think we all remember the news from late last year where Tinder, the popular mobile dating app, announced that it would be launching a TV app to allow users to swipe for matches along with their friends.
While it may seem farfetched at first, swiping for matches on Tinder with your friends is popular and trying to accomplish that by hovering over a mobile phone screen isn’t the best experience, hence the TV app.
Tomorrow at NAB, I’ll be sharing my views on “The Mobile and App-Driven Revolution” with executives from Verizon Digital Media Services, Raycom Media and Synacor; moderated by Will Richmond. We will be discussing all the above topics and more:
- How viewing shifts are impacting video providers
- How mobile operators are adjusting business models to capture the video high ground
- Monetization strategies, including SVOD, vertical video ads, interstitial ads and others
As you know by now, we’ll be tackling a significant industry issue, so make sure to put this panel on your NAB Show calendar:
The Mobile and App-Driven Video Revolution is Here
Online Video Conference
Rooms N262/264
Monday, April 24 at 2:20 PM
Want to get a peek at the how You.i TV is changing the video app experience game? Book a meeting with us in our show floor meeting room, #SU12024MR.
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Twitter: You.i TV.
