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
06/10/2025
France T l visions, France's leading broadcaster, has received the 2025 EBU ...
04/09/2025
Monumental Sports & Entertainment (MSE), in collaboration with Dalet, has been a...
07/08/2025
July 8 2025, 22:30 (PDT) Tata Motors & Dolby Bring Dolby Atmos to Harrier.ev, R...
17/07/2025
Early Thursday morning, the U.S. Senate voted to cut federal funding for PBS and NPR in a bill that also included cuts for foreign aid. In a 51-48 vote, the act...
17/07/2025
GREAT Britain and Northern Ireland Pavilions across IBC2025 (12 15 September, RAI Amsterdam) feature a remarkable 34 companies, each providing unique, innovativ...
17/07/2025
WHITE PLAINS, N.Y. The Society of Motion Picture and Television Engineers today introduced its Content Provenance and Authenticity (CPA) in Media Study Group (S...
17/07/2025
NEW YORK Despite widespread concerns about a soft advertising market, NBCUniversal said it closed its 2025-26 upfront negotiation cycle with a record ad sales v...
17/07/2025
NEW YORK Television advertising remains an effective means to market and influence younger baby boomer and Generation X consumers approaching retirement age, ac...
17/07/2025
ALLENTOWN, Pa. & JERSEY CITY, N.J. Service Electric Cable TV and OpenVault have announced that the operator is deploying the OpenVault Proactive Network Manage...
17/07/2025
WASHINGTON Following up on his first major policy speech just two ago, Federal Communications Commission Chair Brendan Carr is promising to buck the usual summ...
17/07/2025
Luxembourg, 14 July 2025 - SES received the final regulatory approvals for the SES-Intelsat transaction, including the US Federal Communications Commission.
O...
17/07/2025
Berklee Alumni Nominated for 2025 Emmy Awards Twenty-three Berklee alumni received nominations across categories in sound mixing, sound editing, and compositi...
16/07/2025
It's Emmy nominations day, and Sundance Institute storytellers are basking i...
16/07/2025
Spotify's podcast editorial team is always on the hunt for shows and episodes that spark conversation, push boundaries, and keep us coming back for more. As...
16/07/2025
eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({...
16/07/2025
Join us at IBC this September and take control of your content. Discover how we're bringing a new level of purpose and precision to the application of AI in...
16/07/2025
Warsaw - Poland, June 24, 2025 - Nielsen, the global leader in audience measurement, data and analytics, has released its latest May All Screens Video Landscape...
16/07/2025
Bluey Tops Nielsen's Overall Streaming List with More Than 25 Billion Minutes Streamed from January through June 2025
Big June Vaults Squid Game into Top O...
16/07/2025
TV SIM, the SBT affiliate serving Esp rito Santo state in Brazil, has launched a transmitter upgrade initiative with the installation of a Rohde & Schwarz R&S T...
16/07/2025
Pebble, the leading automation, content management and integrated channel specialist, is turning its vision to the future of automation with its demonstrations ...
16/07/2025
Ikegami announces a new addition to its UNICAM-XE product range with the introduction of the UHK-X700RF wireless portable camera: The new version has the same f...
16/07/2025
Today, Amazon Web Services added TwelveLabs as a new model provider to Amazon Bedrock, delivering what could be the most significant breakthrough in enterprise ...
16/07/2025
NEW YORK Streaming platforms continued to dominate TV viewing patterns in June, with data from Nielsen's 50th monthly report of The Gauge showing that strea...
16/07/2025
MAHWAH, NJ Ikegami has introduced the the UHK-X700RF wireless portable camera, a new addition to its UNICAM-XE product range with the same feature set, operatio...
16/07/2025
LONDON IBC2025 organizers said global attendees will have access to a new feature that will integrate Amsterdam's GVB public transport pass into the officia...
16/07/2025
July 16th, 2025
Tribeca Films to Release the Acclaimed LARPing Doc WE CAN BE HEROES by Carina Mia Wong and Alex Simmons, Alongside a Slate of Festival-Favori...
16/07/2025
Deltatre Acquires Endeavor Streaming in Major Streaming Industry Move The transaction is expected to close in the third quarter of 2025 By Brandon Costa, Direc...
16/07/2025
SVG Regional Sports Production Summit 2025: All Sessions Now Available to Watch ...
16/07/2025
Wednesday 16 July 2025
Sky and ITV today announced an extension of their long-standing partnership, which will see ITV's content and services remain seamle...
16/07/2025
Sky Sports lifts the lid on Lions life with hilarious behind-the-scenes mockumentaryWednesday 16 July 2025
To view this content, please enable our use of cooki...
16/07/2025
CULVER CITY, CALIFORNIA Apple TV+ today earned a record-breaking 81 Emmy Award nominations across 14 hit Apple Original titles for this year's 77th Emmy Awa...
15/07/2025
Independent media outlets in Brazil and Colombia are invited to apply for a new programme aimed at strengthening the long-term resilience of journalism in the f...
15/07/2025
By Lucy Spicer
One of the most exciting things about the Sundance Film Festival...
15/07/2025
Spotify une fuerzas con DiDi, la app l der en servicios de movilidad, delivery y...
15/07/2025
The National Film and Video Foundation (NFVF), an agency of the Department of Sp...
15/07/2025
L3Harris put its CORVUS-RAVEN counter-small UAS capability into the hands of soldiers at VANAHEIM, showcasing its ability to provide passive signal detect, enha...
15/07/2025
Netflix Viewing Up 13.5% vs. May, Represents 42% of Monthly Gain for Streaming
...
15/07/2025
SAN FRANCISCO and BENGALARU, India Sangeeta Chakraborty has been named chief revenue officer at Amagi, a cloud-based software-as-a-service (SaaS) technology pro...
15/07/2025
As part of its mandate, the Advanced Television Systems Committee the U.S. organization tasked with developing advanced broadcast TV standards promotes ATSC 3.0...
15/07/2025
QuickLink, the leading global provider of multi-camera video productions and remote contributions, announces the launch of two innovative control panels Studi...
15/07/2025
Chris Kontopanos has joined leading high-quality microphone solutions manufacturer, DPA Microphones, as the company's new Regional Sales Manager for the Mid...
15/07/2025
Magnifi by VideoVerse, a global leader in AI-powered video automation, has launched a major platform upgrade built to simplify live and archival video editing f...
15/07/2025
Telestream, a global leader in media workflow technologies, will preview its latest innovations at IBC2025, Stand 7.B21. This year's showcase highlights how...
15/07/2025
IBC2025 is set to transform the onsite experience for its global attendees with the launch of a pioneering new feature: full integration of Amsterdam's GVB ...
15/07/2025
Music, sport and technology collided in spectacular fashion as ASB GlassFloor powered the debut of Beats N Buckets, Germany's first Basketball meets Hip-Ho...
15/07/2025
The Collectv, the Emmy award-winning broadcast solutions and workflows consultancy - and winner of Broadcast Tech's Team of the Year is delighted to announc...
15/07/2025
SipRadius, the expert in secure, low latency media transport, will showcase how broadcasters and media companies can take control of fragmented IP workflows at ...
15/07/2025
Appear, the global leader in live production technology, today announced its strategic partnership with beIN ASIA PACIFIC, a leading multi-platform sports media...
15/07/2025
Company marks 15 years of innovation at the show
Broadpeak, a leader in streaming and monetization at scale, will return to IBC (Hall 1, Stand F83. RAI, Amster...
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.
