Mobile devices continue to drive digital video consumption, but smartphones have usurped tablets due to sports highlights and small screen snippets, according to Adobe's U.S. Digital Benchmark Report.
The report sheds light on digital video consumption as well as areas where chief marketing officers may want to place their advertising bets. Adobe even found that Google Glass led to video consumption for media and entertainment, a segment that contains sports.
Adobe has a bevy of notable stats in its report. Adobe sampled 22.5 billion online video starts, 500 million video starts on mobile devices as well as 574 million TV everywhere streams.
Among the key findings:
- Social media is driving more than 6 percent of video starts with Facebook leading the charge. However, Tumblr and Facebook deliver similar video start rates. Note that 58 percent of video start traffic comes direct from Web sites like media giants.
- Web browsing on Google Glass is up 735 percent since August. More than half of that time was spent on media and entertainment. Only 3 percent of browsing was spent on retail sites. Note that Adobe's Glass sample was small since there are basically 1,500 developers with the Internet connected specs and I'd guess they weren't the shopping types anyway.
- Sports video viewing is up 640 percent in the fourth quarter compared to a year ago. All video streaming in the fourth quarter was up 440 percent from a year ago. A quarter of sports video is viewed on mobile devices.
- Video consumption on game consoles are up 365 percent in the fourth quarter compared to a year ago.
- TV Everywhere works as Adobe identified 574.2 million streams in 2013, up from 225.5 million. TV Everywhere is a concept that allows consumers to take their subscription TV content from the likes of Comcast and others to smaller screens. Thirty-seven percent of TV Everywhere streams are for sporting events. Apple product account for nearly 50 percent of TV Everywhere requests.