• by Gavin O'Malley , Staff Writer @mp_gavin, July 22, 2015

How is the mobile revolution reshaping publishers’ viewership trends? At PopSugar, a full 72% of its young, mostly female audience is now consuming video via mobile devices -- which represents an 89% rise, year-over-year – according to Kirbie Johnson, a Reporter/Producer at the media brand.

Those rates wowed fellow panelists at OMMA Los Angeles, on Wednesday. “Those rates are super impressive,” said Vaino Leskinen, Global Director of Mobile at TBWA\CHIAT\DAY. Across its client roster, Leskinen said he was seeing rates closer to 50%, if a little higher.

Yet, desktop still serves its purpose, other panelists noted. In particular, gaming audiences aren’t ditching their desktops anytime soon -- because of the nature of gameplay and the need for bigger screens -- said Jeff Browning, Senior Vice-President of Sales for Endemol Beyond USA.a