A new survey finds that U.S. consumers are less likely to be irritated by mobile video ads than residents of the U.K. or Canada, but many still felt that the ads were not relevant to them, according to a new survey by QuickPlay Media.
The survey contains detailed information on streaming video usage, device ownership, tolerance of ads on various devices, the popularity of live and VOD and some of the factors that might motivate users to pay for premium services.
The study found heavy usage of video on Internet-connected devices, with 72% of U.S. consumers, 62% of Canadians and 64% of those living in the U.K. saying they watch video on these devices. Even higher rates were found for VOD, with 88% of U.S. consumers saying they used IP connected devices to watch video on demand.
Overall, 28% reported viewing video on either a smartphone or tablet in the U.S.
The set top box was the most popular way to view live video in the U.S. with 48%, followed by laptops (41%), desktop computers (31%), smart TVs (26%), smartphones (22%), tablets (18%), games console (16%) and streaming media device (8%). Except for the set top box, U.S. viewing rates were higher than those for the U.K. or Canada.
Viewing rates for VOD were slightly higher for tablets in the U.S., with 21% reporting that they used them to watch VOD. VOD viewing on smart phones was 23% among Americans.
U.S. users were also more likely to watch VOD rather than live TV on tablets, with 52% saying they watched more VOD on their tablets.
In terms of specific genres, sporting events and news were much more likely to be watched live than on demand.
The survey also highlighted widespread consumer discontent with mobile ads. Over two thirds of all U.S. users (68%) said they would use the devices more if there were fewer ads and 56% said they were more likely to pay for content if it was free from commercials.
In general, U.S. consumers were less likely to be irritated by mobile video ads, however. About 62% said the ads either "dont bother" them or they "dont pay attention" to the ads, versus 40% in Canada and 49% in the U.K.
About 38% of U.S. users reported that mobile ads irritate them and large majorities complained about irrelevant ads.
In the U.S. only 12% said all the ads were relevant and another 17% said more than half of the ads were relevant. In contrast, 55% said less than half of the ads were relevant and another 16% said none of them were.
Americans were also more likely to pay to avoid ads. Nearly one quarter (23%) said theyd pay for the ad free access to content, versus 20% in Canada and 21% in the U.K.
However 30% of U.S. respondents said they were more likely to react to a video ad on a smartphone or tablet than a television and 25% said video ads were more appealing on mobile devices than the TV.
Overall, about 20% of the respondents in the three countries said they would be willing to pay $5 to $7 for ad-free access to streaming premium video content.
"As more options for watching premium video content emerge for consumers, their particular preferences when it comes to multiscreen video viewing are also coming into focus," said Wayne Purboo, president and CEO, QuickPlay Media in a statement. "Consumers are looking for more content. Based on these results, consumer sentiments are coming through loud and clear: more and better selection of content delivered with minimal disruption. Service providers must factor in not only the right content but also ensure they have the right service platform to deliver HD quality multiscreen packages without compromising on quality of experience."
The survey was based on 1,862 interviews of respondents 18 to 60 who watch live or VOD on various electronic devices and was conducted between May 14 and 17, 2013.
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
07/10/2026
Dalet, a leading technology and service provider for media-rich organizations, today announced the latest Long-Term Supported (LTS) release of Dalet Flex. Build...
06/09/2026
June 9 2026, 23:00 (PDT) Dolby and MagentaTV Bring Fans Closer to the FIFA Worl...
19/08/2026
As the cost of IP nears price parity with traditional SDI, Reynolds argues that ...
19/08/2026
A private 5G bubble was chosen instead of traditional broadcast RF for the race ...
19/08/2026
(L-R) Rafael Manuel and Isabel Sicat attend the Filipi ana premiere during the 2026 Sundance Film Festival at The Ray Theatre on January 23, 2026, in Park Cit...
19/08/2026
Studio owners invited to have their say on rates cuts
The Music Producers Guild (MPG) are inviting UK-based studios to take part in an in-depth survey that ...
19/08/2026
Vintage-inspired desktop interface revealed
Harrison's latest hardware offering sees them head into the world of audio interfaces, delivering a 10-in/12...
19/08/2026
Granular effect remains locked to scale and tempo
Described as your dream granular effect , Minimal Audio's latest creation is capable of turning any s...
19/08/2026
First polyphonic SWAM instrument incoming
Audio Modeling's latest physical-modelling orchestral instrument is just around the corner, and is now availab...
19/08/2026
World Cup Games Generate 84 Billion Minutes Across FOX, Fox Sports 1 and NBCU...
19/08/2026
July brought typical peak-holiday drops in viewership, driven primarily by viewers stepping away from screens and a visible decline in reach across both traditi...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Henry joins BCE as the company accelerates its commercial strategy and expands its international presence across the media, broadcast and technology markets. He...
19/08/2026
iWedia, a leading provider of software solutions for connected TV devices, today announced a major milestone in Android platform optimization with the successfu...
19/08/2026
NTP Technology announces that ST 2110-30 audio-over-IP connectivity with AES67 and RAVENNA capabilities is now available for the brand's world-class audio i...
19/08/2026
Net Insight has been selected to provide its Nimbra platform by the service provider Big Blue Marble, formerly ORS Group, as the core media transport solution f...
19/08/2026
LiveU has supported Coventry City FC and several other top-flight UK football clubs through one of their most demanding live production challenges of the year, ...
19/08/2026
Nature Seekers Documentary Shot with Blackmagic URSA Cine 12K LF
Brie Clayton August 18, 2026
0 Comments
Filming endangered turtles required camera...
19/08/2026
Neyrinck Brings D-Control Consoles Back to Life on Apple Silicon with D-Control ...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Riedel Communications today announced that Edith Cowan University (ECU) in Perth, Australia, implemented a comprehensive communications infrastructure that brin...
19/08/2026
QuickLink, a leading provider of award-winning video production and remote guest contribution solutions, will spotlight a major leap forward in remote guest con...
19/08/2026
Integrated platform melds media asset management, playout automation and newsroom workflows
EMAM, PlayBox Neo and SNEWS have officially launched Nuvex, a conne...
19/08/2026
Screen Australia releases the Private Investment Toolkit to strengthen screen in...
19/08/2026
Do Aussies truly value local content? Unpacking Screen Currency 2026 with Deirdr...
19/08/2026
There's an early Christmas gift for Bookish fans, as UKTV confirms the re-commission of the hit U&alibi drama, created by and starring Mark Gatiss. Viewers ...
19/08/2026
Wednesday 19 August 2026
Sky gives sports fans the chance to watch multiple liv...
19/08/2026
On Saturday September 5 Katie Taylor will step into the ring for the fight of her life against Flora Pili in front of 80,000 fans in Croke Park. A legendary fig...
18/08/2026
SportStream 2026, a free three-day virtual event, will take place September 15-17. One registration provides access to all three days of live programming and on...
18/08/2026
BeckTV will introduce BeckFlow to the European market at IBC2026, demonstrated on the Providius stand (10.F53).
BeckFlow is a web-based schematic documentation...
18/08/2026
Boland Communications will introduce a SMPTE ST 2110 input option for its 4K monitors at IBC2026, along with a new 55-inch super-narrow bezel display for video ...
18/08/2026
Dolby Laboratories and the Seattle Seahawks have announced a partnership integrating Dolby OptiView into the Seahawks' live streaming coverage, making the S...
18/08/2026
For BMG Executive Producer of Sports Production, Graham Taylor, producing live s...
18/08/2026
TMRW Sports has appointed Rufus Hack as President of Golf, a newly created role in which he will lead the company's golf businesses including TGL presented ...
18/08/2026
SMT will provide race technology for FOX Sports' coverage of the Freedom 250 Grand Prix of Washington, D.C. on August 23, when the NTT INDYCAR SERIES races ...
18/08/2026
The live, YouTube-native roundtables combine fan voices, credentialed reporters,...
18/08/2026
Behind The Mic provides a roundup of recent news regarding on-air talent, includ...
18/08/2026
The industry legend sounds off on replacing the Heat's iconic Medusa score...
18/08/2026
William F. Rasmussen, the sports fan-turned broadcaster and entrepreneur whose out-of-the-box idea of a 24-hour cable sports network, ESPN, changed forever the ...
18/08/2026
DAZN Group has completed its acquisition of ViewLift, a provider of streaming and digital solutions for sports content owners. The acquisition was first announc...
18/08/2026
The American Association of Professional Baseball (AAPB) has added SI TV, Sports Illustrated's 24/7 streaming channel, as a broadcast partner for the remain...
18/08/2026
The Esports Foundation has announced that the inaugural Esports Nations Cup (ENC), originally scheduled for November 2026 in Riyadh, will be postponed to Novemb...
18/08/2026
Diversified has announced a new Global Managed Services Practice, consolidating the company's managed services capabilities into one organization. Rob Mello...
18/08/2026
Appear has completed a proof of concept with Thoroughbred Racing Productions (TRP), demonstrating multi-camera remote live production over bonded 5G cellular an...
A new survey finds that U.S. consumers are less likely to be irritated by mobile video ads than residents of the U.K. or Canada, but many still felt that the ads were not relevant to them, according to a new survey by QuickPlay Media.
