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RESEARCH, ANALYSIS & TRENDS





       The  Mobile  Streaming  Report  is  based  on  a  survey  of
       8,000  consumers  in  the  USA,  Great  Britain,  Germany,
       Turkey,  Japan,  Singapore,  Korea,  and  China.  The  data
       show  that  in  so-called  “mobile-first”  countries,  meaning
       countries with intensive mobile usage, mobile streaming is
       used across generations.

       Overall, almost 90% of users aged 55 and above in China
       (89.8%) and Turkey (88.9%) say they stream content from
       their smartphone every day or at least more than once a
       week.





























       "We are experiencing a serious change worldwide: peo-  •  Users of all age groups and regions stream at
       ple of all ages now routinely consume streaming con-    least  one  hour  per  session.  This  proves  that
       tent on mobile devices. These are huge opportunities    viewers no longer just consume short content clips
       for mobile advertising and, accordingly, for mobile ana-  but watch episodes and films in full length. Millenni-
       lytics," predicts Paul H. Müller, Co-Founder and CTO of   als stream the most often and the longest time. An
       Adjust. "Those who understand how and when users        average session lasts just over 90 minutes (94.2),
       stream content, and which channels and campaigns        closely followed by Generation Z with just under 90
       are best suited for marketing measures, can now un-     minutes  (87.6).  The  average  session  for  users
       lock almost unlimited potential to build a broad, loyal   aged  55  and  above  is  around  65  minutes  and
       user base with high lifetime value."                    shows  that  this  age  group  is  also  becoming  in-
                                                               creasingly enthusiastic about mobile streaming.
       Further findings from the report:
                                                             •  Consumers  spend  significant  amounts  on
        •  Majority of consumers stream content on their       streaming and on-demand entertainment. Korea
           smartphones at least once a day. Users in China     leads with US $ 42.68 per month, followed by Sin-
           (93.8%) and Turkey most frequently stream weekly    gapore and the UK with around US $ 35.
           to daily in a country comparison, followed by Korea
           (86.2%),  Singapore  (83.7%),  Germany  (78.7%),   Furthermore, Adjust's report shows how ubiquitous the
           the USA (69.4%), Japan (57.2%), and Great Britain   second screen phenomenon is worldwide. On aver-
           (45.7%).                                        age, more than three quarters (76%) of all respondents
                                                           use their mobile phones while watching TV. This be-
                                                           havior is most pronounced in Singapore and China
                                                           (85% each), closely followed by the USA (83%) and
                                                           Germany (74%).



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