Multi-Screen Engagement in the 4G Era

Faster network speeds and greater network reliability are enabling viewers to make the most of streaming and video-on-demand services to the point where online video consumption is expected to rise by 60% annually until the end of 2018. These modern viewing habits present both opportunities and threats to the media industry: there are now more ways to engage audiences than ever before, but also more competitors vying for viewer attention across every platform.

Recent figures released by the BBC demonstrate the growing popularity of watching TV on portable devices. For the first time, BBC iPlayer content has been viewed more times on tablets and smartphones than on computers. In addition to these findings, m-commerce firm Weve carried out some research into mobile habits and found that nearly half of all 18 to 34 year-olds consider mobile their first and most important screen. Over 1 in 3 consumers cite their mobile device as the screen they look at most often which shows how portable devices have started to achieve first screen status. 4G is fuelling this transformation.

Historically, 3G networks haven’t always been resilient enough to stream content while on the move, which is frustrating for both users as well as broadcasters who are missing valuable opportunities to deepen engagement with their audiences. However, with the advent of 4G, it looks as if the ‘TV everywhere’ concept could finally become a reality.

We all know that multi-screen convergence is opening up a huge amount of opportunity right across the value chain. But the million dollar question still remains: how can we capture these opportunities and more importantly, how we can monetise them (or at least make them financially viable and tangible) while still ensuring that audience engagement and a first-class experience continues to remain front and centre?

Once upon a time the TV set in the corner of the living room was very much the entertainment centerpiece for the family. Nowadays, many people may question whether or not this is still the case, highlighted by the ever-growing number of multi-screen offerings that are available.

4G has blurred the line between first and second screen viewing because the focus has moved from what screen to watch something on, to being able to watch anywhere, at any time. A choice that has largely been confined to in-home viewing on mobile devices (via Wi-Fi), becomes viable anywhere on a 4G network. As connectivity, device and app design continues to improve, the demand for high-quality video content is likely to rise and we’ll see more investment in it from TV networks and brands. I think the key will be in distributing it well and measuring the effectiveness of each piece.

Steve Plunkett, Chief Technology Officer.