A majority of viewers now prefer on-demand viewing over scheduled linear TV viewing, according to new research from Ericsson.

The vendor said its eight annual ConsumerLab TV and Media report found that consumers’ preference for VoD, which now stands at almost 60 percent, had increased by around 50 percentage points since 2010.

Unsurprisingly, much of this has been driven by millennials.

More than half of 16-19-year-olds spend their time watching content on-demand, with more than 60 percent of their TV and video viewing hours spent on a mobile screen.

Across all age groups, time spent watching TV and video content has reached an all-time high of 30 hours a week, the report found.

Approximately 70 percent of all consumers now watch videos on a smartphone – double the amount from 2012 – with one-sixth of all viewing time now spent on mobiles.

Anders Erlandsson, Senior Advisor, Ericsson ConsumerLab, said: “We can see that consumers are not only watching more video but also changing how and when they do so.”

Approximately 20,000 people were surveyed in 13 countries, but Ericsson said the poll was representative of one billion people.

Looking ahead, virtual reality is expected to be used by 30 percent of TV and video users in 2020.

“VR has the potential to bring together people from all over the world and create deeper, more personalised, and more complementary media experiences,” Erlandsson said.

“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.”

Read more: Not everyone will survive the streaming wars, says Telia TV Chief

 

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