Ovum recently conducted a consumer survey into online video and the ways consumers view and move video across multiple devices. The ability to view the same video content on multiple devices is now a central plank of many content providers' strategies.

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Multi-screen video: matching demand to devices
Published on June 2009
Report Summary
Ovum recently conducted a consumer survey into online video and the ways consumers view and move video across multiple
devices. The ability to view the same video content on multiple devices is now a central plank of many content providers' strategies.
Table of Content
Executive summary
In a nutshell
Ovum view
Key messages
Multi-screen video strategy
Multi-screen video is highly prized among consumers
Content providers are driving multi-screen video
Content providers will dictate device video support
Device vendors must either dictate or comply
Building a device and content ecosystem is not easy
Multiple formats enable cross-device, cross-OEM video portability
Service providers can be key facilitators of portability
Who is most interested in content portability'
Device types that consumers would most like to view video on
Key messages
Device type breakdown
Online video viewing by device type
PCs remain the most popular device for online video
Consumer interest and the value of content portability
Young consumers in particular think content portability is important
Interest in content portability increases brand loyalty
People who value content portability are more likely to purchase devices that enable it
Barriers to content portability
Device ownership is the first barrier
Device ownership is linked to age
Use of video portability between devices varies strongly with age
Most people who don't move content simply don't wish to
This still represents a small proportion of the total population
Video portability explained
Content items or content files
Hardware capabilities and complexity of format choices
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Video format support is confusing and fragmented
Popular video container formats
Popular video codecs
Video resolution
Transcoding provides only a partial solution
Digital rights management (DRM)
Customer survey
About our survey
Number of respondents
Age and gender
Annual household income
List of Tables
Table 1: How do you move video from one device to another'
Table 2: Income bands used in each country
List of Figures
Figure 1: File-based video portability using side-loading
Figure 2: Content portability using web-based video delivered directly to device
Figure 3: Devices consumers would most like to watch video on
Figure 4: How often do you watch online video'
Figure 5: How frequently do you watch online video (streamed or downloaded) on the following devices'
Figure 6: Is it important to you to be able to view content on multiple devices'
Figure 7: Would you purchase multiple complementary devices from the same manufacturer'
Figure 8: Correlation of interest in content portability with device ownership
Figure 9: Ownership of key content portability devices is closely linked to age
Figure 10: Home devices: ownership by age group
Figure 11: Portable devices: ownership by age group
Figure 12: How do you move video from one device to another'
Figure 13: Why don't you move video between devices'
Figure 14: Number of respondents per country
Figure 15: Number of respondents by country and by age
Figure 16: Number of respondents by country and by gender
Figure 17: Number of respondents, by country and by income level
Figure 18: Number of respondents that did not disclose income, by country
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