While lots of attention has been paid to connected premium TV viewing on smart TV sets -- as well broader OTT [over the top] platforms -- mobile video viewing is still growing.
In March, Conviva says mobile viewing climbed 13% (connected TV viewing up 21%) versus February. Additionally, the entire first quarter witnessed mobile viewing hours up 60% with connected TV increasing by 51% over the same period the year before.
And, yes, this was before the more massive stay-at-home orders forced people to work remotely -- where and when CTV really took off.
But don’t entirely write off all mobile video.
Leaving key usage estimates aside for the moment, a May 2020 eMarketer estimate said U.S. digital video ad spending could increase by as much as 7.8% during the first half of 2020. And now with some states sending people back into the streets -- mobile could be increasing, as well.
This is what Quibi hopes -- the short-form digital-first premium video app offering up 10 minute TV episodes -- short for “quick bites."
It launched in early April, the worst possible time. That's just when Americans were hunkering down in their homes and not out and about. Little need for premium mobile video while on the move.
The original premise was that if you were waiting on line at a bank, or a Starbucks, or at McDonalds, you could spent a couple of minutes watching a TV episode.
That said, now you might be waiting in a car line outside those places or worst -- a three-hour line for a public Covid-19 test. (Sorry, that's tepid gallows humor.)
In any event, there is still little-to-scale for new out-of-home entertainment business in a time of a pandemic.
Many believe mobile is still the future -- that it hasn’t nearly reached the pinnacle of serving modern digital media consumers -- at home or otherwise.
Analysts keep saying Quibi needs to alter its positioning, especially since the pandemic is expected to go on -- in some degree -- at least through the end of the year and early into 2021.
Maybe short five-minute connected TV viewing for those at home, remote workers, parents, or kids out of school. People still need a break in the day, no matter where they are -- even if it means moving from the home office to the dining room. It’s a short commute.