Based on its annual ConsumerLab TV and Media report, Ericsson predicted that linear and on-demand viewing will be almost equal by 2020. (Photo credit: iStock by Getty Images)

TV in 2020: Portable on-demand services, on mobile

Ericsson’s annual ConsumerLab TV and Media report reveals that media content viewing will escalate through to 2020, with almost half of total viewing to be done via mobile screens

Time spent watching TV and video content has reached an all-time high of 30 hours a week, and by 2020, 50% of all content viewing will take place on a mobile screen, Ericsson pointed out in its annual ConsumerLab TV and Media report.

As the growth of on-demand viewing continues to soar through 2020, smartphone viewing will also continue to gain ground with approximately 70% of consumers now already watching videos on a smartphone — double the amount from 2012 — making up to a fifth of total TV and video viewing.

Ericsson’s report also revealed that close to 60% of viewers now prefer on-demand viewing over scheduled linear TV viewing, an increase of around 50% since 2010. Portability is also becoming an important factor when selecting on-demand services, as more than a third of consumers would prefer to have access to content when abroad.

The eighth edition of ConsumerLab TV and Media report, which garnered approximately 20,000 online responses across 13 countries, also marked its first study in the virtual reality (VR) space.

A third of the surveyed consumers indicated their interest to be VR users by 2020 as it adds a “new and valuable dimension” to the viewing experience. This, suggested Ericsson, affirms the “essential role” VR technology has to play in the future of TV and video.

However, if consumer interest in VR is to increase, several aspects will require change, Ericsson added. For instance, almost 50% of consumers suggested that there should be more immersive content available, while a third would be more interested in VR if they could get a VR bundle from their TV and video provider.

Anders Erlandsson, senior advisor, Ericsson ConsumerLab, concluded: “VR has the potential to bring together people from all over the world and create deeper, more personalised, and more complementary media experiences.

“As consumer expectations for on-demand, mobile and immersive viewing continues to increase, the TV and media industry must focus on delivering highly personalised services in the very best possible quality available.”

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