Every third part (35%) of a viewing hour is now spent watching on-demand TV and video, according to Ericsson’s latest ConsumerLab TV & Media Report.
Ericsson said the study covers 22,500 consumers, making it one of the largest studies of its kind.
Results show that consumers now spend six hours weekly watching streamed on-demand TV series, programs, and movies — having more than doubled since 2011.
Also, 61% watch on their smartphones today, an increase of 71% since 2012. When taking tablets, laptops, and smartphones into consideration, nearly two-thirds of time spent by teenagers' watching TV and video is on a mobile device.
Further, user-generated content (UGC) platforms account for a growing share of consumers' TV and video viewing. Close to one in 10 consumers watch YouTube for more than three hours per day, and one in three now consider it very important to be able to watch UGC on their TV at home.
In addition, the study finds that the increasing prominence of UGC-rich platforms, like YouTube, has resulted in a popularity boost for educational and instructional videos. These days, consumers are watching an average 73 minutes of these videos per week.