For weekly video viewing, the Smart TV has now overtaken the mobile among Millennials. Smart TVs overtook smartphones as the preferred device for viewing at least weekly in Q1 2018 among 18-34 year olds. Across the 10 markets Ampere has surveyed since Q3 2015, online video viewing shifts have seen a decline in the use of desktops for viewing, while tablet viewing is largely flat. Millennials continue to use mobile devices more often for daily viewing with 35% of Millennials watching video daily on their phones, but their increasing use of Smart TVs (including OTT boxes and streamers) suggests that the big screen viewing experience remains key. Younger consumers are engaging on multiple devices throughout the day, with more than 50% watching on tablets, Smartphones and Smart TVs at least weekly. Older consumers display different viewing habits, with far lower usage of all smart and mobile devices. But this age group heavily favours larger screens, with Smart TVs being the most popular device by far. As well as the TV set replacement cycle, this is likely driven in part by the increasing popularity of SVoD services with older consumers, as Netflix uptake among the 55-64 year old age group has seen the sharpest increase of all age groups since Q1 2017.
Kids' TV is increasingly gender neutral across all age groups as new programming for children reflects social and political focus, but ample opportunity exists to target under-served areas in target audience and narrative.
Netflix's catalogue is getting more global, and while this is partly fueled by the group's huge investment in original content, even more global content is coming from acquisition.
Online video access is increasingly important to consumers but even as subscription online video services gain market share, TV Everywhere services run by pay TV operators are still significantly less in demand than their linear TV counterparts, and OTT competitors.
Formula 1 is likely to hit a core SVoD demographic in the US with its new Direct-to-Consumer service. US fans of the sport skew to the key younger SVoD demographic. By contrast, F1 fans in European markets tend to be older. F1's challenge will be monetising the relatively small fan base in the US.