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While connected TVs are decidedly the most popular way for US internet users to watch streaming TV shows and movies overall, various apps, websites and video services are also making it possible to untether TV from the living room entirely. Research conducted by Frank N. Magid Associates for Crackle suggests tablets and smartphones are more likely to be used for out-of-home viewing.
One-quarter of internet users reported using their smartphones to watch streaming TV and movies while on the go, and nearly as many said the same about tablets. Both devices were less likely to be used for this purpose at home.
Mobile devices are also the video viewing channel where Magid found internet users least likely to be willing to pay for the service—but, at the same time, most likely to be open to ad support.
More than six in 10 respondents said they would prefer to watch TV or movies on their tablet or smartphone for free with commercials. This was the majority preference across devices, but connected TV viewers were more willing to pay subscription fees, and just half were interested in free, ad-supported programming.
eMarketer estimates that 91.4 US internet users viewed either streamed or downloaded movies at least monthly this year, while 120.7 million did the same with TV shows. With the bulk of these viewers more than open to watching ads, brands have a bigger opportunity than ever to reach them with video ads, still the fastest-growing format in the country.
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