Almost everything audiovisual has migrated to the Mobile format
9 out of 10 people consume the majority of the content, especially audiovisuals, through their mobile devices
According to research carried out by the consulting firm Penthera Consulting, almost 80 percent of consumers prefer to access their favorite content through different devices; especially through their cell phones. Far behind are the percentages for connected television, with 5 percent and the personal computer with 15 percent.
The mobile and digital culture has been growing for many years now, but the pandemic accelerated the use of technology throughout the world and especially in Latin America. The figures indicate that the trend is not only affirming but growing constantly and sustainably: last year the number of users subscribing to any OTT service in Latin America increased by 27.5% year-on-year, reached according to estimates by the eMarketer consultancy the 117.2 million subscriptions. Despite the economic situation and the fall in GDP due to the coronavirus in a general way in all countries, the market assesses that this year the number of subscribers to streaming services will continue to increase with a growth close to 16 percent, which will exceed 156 million customers by the end of 2022.
Unlike the habits of the analog world, in which users saved the money necessary to acquire increasingly larger screens, in this era, what is prioritized is portability, ease of access and individual consumption over the collective experience. Each client wants to decide what to see, when and how he wants it. Being tied to a pattern of pre-established hours is no longer an option for anyone.
“As streaming video continues to expand globally, so does the competition for viewer attention. That’s why it’s important to understand the main factors that viewers, especially Latin American viewers, consider when selecting a subscription service: a mobile app, ease of use, content they like, and the guarantee that content won’t buffer. said Jodi Susman, Penthera’s Chief Marketing Officer.
Different investigations also indicate that the so-called AVOD (Advertising Video On Demand) services, that is, free content for consumers who are financed thanks to advertising, are in full decline. Users are increasingly resisting this type of model. One of the best known is Youtube, of course, the largest video platform in the world, which thanks to its ad option offsets its production and hosting costs. For this reason, platforms such as YouTube and other of the largest offer their paid services, which allow them to avoid advertising and are in clear growth.
Regarding consumption in Mobile format, it should be noted that the number of smartphone subscriptions worldwide exceeded 6,000 million in 2021 and is expected to continue to grow progressively throughout the following decade. China, India and the United States are the three countries with the largest number of Smartphone users worldwide, each exceeding the 100 million barrier.
MB Entertainment Group