• by Daisy Whitney , Op-Ed Contributor, May 30, 2013

The experience of streaming TV shows and movies is increasingly common, yet it remains frustrating to many. Only one-third of streaming video users are “very satisfied” with their service provider, according to a just-released study from M-GO, a new streaming entertainment service backed by Technicolor and DreamWorks Animation.

But consumers are an innovative bunch who often find ways to solve the problem on their own. Given their frustration with some streaming services, consumers are choosing to double up. About 81% of adults who stream online content use two or more streaming services to get their content needs met, the study found. First-time steamers are almost exclusively watching big content from Hollywood, with 44% saying they turn to movies, and another 44% saying they watch TV shows when they first start.

Specific viewing preferences vary slightly by gender. About 49% of men were likely to have streamed a movie, compared to 40% of women, while 52% of women were likely to have streamed a TV show, versus 37% of men. These gender demarcations are worth noting for marketers who may run targeted ads in online streaming programming.

Streamers are usually pretty regular in their habits, though. About 84% stream videos once a week, with nearly half of all men streaming every day. About 68% of streamers watch new TV shows still on the air, 46% watch new movies, and 44% watch older movies. Bear in mind that M-GO, like any company conducting a study, has its own agenda in promoting streaming viewing. Nonetheless, the findings are an important reminder for media planners and buyers that they may need to mix it up between services.

In related news, the number of total digital video views rose 30% year over year for the first quarter of 2013, according to FreeWheel’s latest video monetization report. Ad loads in long-form videos grew from 7.4 ads per video view in the first quarter of 2012, to 9.5 in the first quarter of 2013. “This reflects a careful balance between increased ad opportunities and improved management of the user experience to minimize viewer attrition,” FreeWheel says.

Video viewing growth has come in part from non-desktop viewing. Mobile, tablet and over-the-top video views rose six times year over year to now comprise nearly 20% of all video views. Almost 60% of tablet ad views in the first quarter came from long-form, or TV-style, content.