Snapchat Shares Insight into TV and Mobile Video Consumption Trends

13 Nov 2024

Do you consume more video content on your TV or on your mobile device?

This used to be a fairly easy question to answer, with most of our entertainment inputs coming from the biggest screen in our homes. But now, given the broader accessibility of video content online, more and more people are consuming more and more of it on their mobile devices, to the point where there’s likely no clear winner overall.

To dig deeper on this, Snapchat recently partnered with market researchers Dentsu and Kantar to get a better understanding of how much Snapchat’s audience is engaging with mobile video content, and for what reasons they turn to the big or small screen. Which could have implications for your marketing planning, though it is important to note that the study was conducted with Snapchat users specifically, not the general public.

First off, the research shows that mobile consumption is now the dominant video platform for this audience.
“Although daily video consumption remains high across small screens (mobile) and big screens (TV), consumption on small screens is starting to dominate globally. Across the 8 markets tested, 67% of consumers watch video on their small screen daily, compared to 50% who watch on their big screen.”

I mean, that doesn’t account for time spent, making it a more binary comparison, but the bottom line is that more people are spending more time with mobile video, and that TV is no longer the clear winner.