The second screen is increasingly losing favour in emerging markets, according to the results of an OTT TV survey unveiled by OTT, IPTV and mobile TV solutions provider SPB TV during IBC2014.
The company gathered the thoughts of 50,000 respondents out of its 35 million user-base in 2014 through a survey accessible through web-based or mobile interfaces via services it provides independently or in collaboration with its partners. It targeted emerging markets primarily, with the majority of respondents based out of Brazil, India, Mexico, Nigeria, Russia, South Africa and Ukraine.
“Now in its third year, the survey showed that people often multitask on a single screen without involving a second one,” explained Sebastian-Justus Schmidt, co-founder of SPB TV. “It’s surprising that people choose the option of running content on a single device, even running study content alongside entertainment. But at the same time, devices are all getting bigger.”
Schmidt feels the survey confirms reservations by content providers about second screen usage and the distraction this causes during the commercial break. “Content owners are providing more and more info on the same screen and do not want distractions,” he added. “This type of insight can inform the creation of solutions going forward.”
The growth rate of women engaging with OTT TV in those markets has also been noteworthy. “This matches global statistics about gender use of OTT. They are not watching gender-specific content like fashion TV, but accessing standard content that both genders are interested in.”
The survey also indicated that PCs are still the preferred device for the consumption of TV and video content, also leading the viewing duration category with 59 per cent of people watching PCs more than 30 minutes. Tablets also tend to encourage lengthy viewing.
This story also appears on IBC’s Content Everywhere.