To many, it sounds nuts: Watching a TV show on your phone. Can’t people wait to get home and watch a bigger image in comfort?
Not really, according to an article in The Wall Street Journal that cites a recent survey from Branded Research in which 50% of Americans said they regularly use their mobile phones to watch streaming TV.
We get it that a
mobile device is portable -- and in many ways quite personal, especially for younger consumers, The trend is perhaps a spillover effect from the short-form video platform TikTok, where video
consumption can be high among its largely Gen Z users. Regular TikTok users can watch over an hour of that content per day, according to the study.
The other side of the argument is obvious: You know, it’s a small screen. Doesn’t everyone want to watch “The Masked Singer” on something bigger, to see all those crazy costumes?
Watching TV shows on mobile is a trend that’s been around for a while, both before and after the demise of short-lived Quibi, which delivered TV series in bite-sized 10-12 minute increments to
Quibi strategists believed people waiting in line at a supermarket, in a doctor’s office, or other out-of-home locations, would want o fill their time with video content. But Monday morning quarterbacking might now tell you a different story.
What if Quibi’s initial older-skewing targeted audiences was the wrong approach? Maybe the company should have targeted a younger millennial/GenX/GenZ crowd. And maybe not just those waiting online at a bank, but at a Starbucks or outside at a skateboard shop.
And then there’s this. The WSJ interviewed a 45-year-old media executive who said she watches TV on her phone at home, even when the TV set is right in front of her!
Why? Holding a phone close to her face yields a more “intimate experience,” she says. But we’re guessing that a crucial business email might be coming her way, which keeps her looking at just one screen
For millennials/Gen Z-ers, this amounts to not missing friends’ texts or their missives on the likes of Discord, Instagram, or other social media platforms.
One screen -- with zero neck movement -- tells all.