The Interactive Advertising Bureau conducted a survey across 24 countries regarding smartphone video viewing. According to “Mobile Video Usage: A Global Perspective,” mobile screens are increasingly being used to stream longer-form video. Findings indicate that 36 percent of consumers watch videos daily that are 5 minutes or longer. Full movies and TV shows are also viewed on mobile screens, especially in China. Respondents (including 50 percent in the U.S.) indicate that their video viewing on smartphones has increased year-over-year.

“This trend is also impacting traditional television viewing across the board, with consumers in China (37 percent) and Singapore (35 percent) reporting the highest incidence of watching less TV due to streaming more on mobile,” explains the press release.

“When mobile video viewers do watch traditional television, however, 22 percent are regularly doing so while watching video simultaneously on their phone. This video dual-screening tendency is evident across all markets measured, with the exception of Japan.”

Respondents in Turkey, Finland, China, Russia and Singapore most commonly indicated they watch longer-form video daily on mobile screens, while IAB reports the following countries saw the most year-on-year increases: the U.S. (50 percent), Canada (42 percent), New Zealand (42 percent), South Africa (42 percent), and the United Kingdom (40 percent).

The most common ways that consumers discover digital video includes: YouTube (62 percent), social media platforms (33 percent), search results (20 percent) and advertising (14 percent).

“The fact that people are not only watching short snippets of programming, but committing to longer form content on their phones, opens doors for brands to be part of this impressive mobile engagement,” said Anna Bager, SVP Mobile and Video for IAB. “However, the finding that viewers around the world are now video dual screening while watching TV, points to an emerging challenge for marketers: How do you grab a viewer’s attention when it’s divided between two simultaneous video feeds?”