Report: Mobile streaming increased enormously in 2020

More time on the smartphone thanks to Corona, social distancing and Co.? A study by the app marketing platform Adjust shows that streaming via mobile devices has increased many times over in the past year.

The corona pandemic has not only given e-commerce a real boom. Over The Top Streaming (OTT) has also increased enormously in the past year. As a result of social distancing and the restrictions on other social and societal interactions, consumers are using on-demand entertainment offers more than ever. In the new one Mobile Streaming Report 2021 From Adjust we can see that the usage habits of users have changed significantly in the past year. Users are increasingly using their mobile device to consume media content – even in the home office. A full 84 percent of the study participants stated that they also operate mobile streaming at home. In general, more than half of consumers (52.5 percent) said they had been streaming more video content since the exit restrictions. The streaming time via smartphone has only decreased in the past few months for twelve percent.

Use of the smartphone for streaming since the exit restrictions (click on the picture to get a larger view), © Adjust

Mobile streaming: Millennials stream the longest

In the course of its analysis, the app marketing platform also came to the conclusion that the majority of users stream content via their smartphone at least once a day. A full 78.7 percent of the study participants, who come from Germany, stated that they consume video content on their mobile devices every day. Paul Muller, Co-Founder and CTO of Adjust, comments on this development as follows:

We are experiencing a major change worldwide: people of all ages now routinely consume streaming content on mobile devices. These are huge opportunities for mobile advertising and, accordingly, for mobile analytics. […] Anyone who understands how and when users stream content and which channels and campaigns are best suited for marketing measures can now tap into almost unlimited potential to build a broad, loyal user base with high lifetime value.

The increase in mobile streaming in the past year is independent of age. Users of all ages and regions stream at least one hour per session. This indicates that it is no longer just short clips that are consumed via the smartphone, but also films or series. Millennials stream the most frequently and for the longest. An average session lasts just over 90 minutes for Generation Y. 94.2 percent of those surveyed in this age range said that. Representatives of Generation Z said 87.9 percent of them spend just under 90 minutes per session on their smartphones. From the age of 55, the session lasts around 65 minutes.

Smartphone streaming time in a country comparison (with a click on the picture you get to a larger view), © Adjust

Users from Germany spend an average of 34.36 US dollars on mobile streaming

The Mobile Streaming Report also shows that people spent more money on on-demand offers in 2020 than before. Users from Korea pay the most at over US $ 42. Consumers from Germany are at the bottom of the ranking with an average of 34.36 US dollars.

Average spending on streaming offers (with a click on the picture you get to a larger view), © Adjust

Another result of the study is that the second screen phenomenon – using a smartphone while watching TV – is widespread worldwide. 76 percent of all study participants said that they were on the phone on social media platforms and in game or food apps while watching a film or a series. This behavior is most pronounced in Singapore and China (85 percent each), closely followed by the USA (83 percent) and Germany (74 percent).

The second screen phenomenon is widespread (with a click on the picture you get to the larger view), © Adjust


The Mobile Streaming Report is based on a survey of consumers in the USA, Great Britain, Germany, Turkey, Japan, Singapore, Korea and China. The analysis is based on a consumer survey carried out by Censuswide on behalf of Adjust among a total of 8,000 TV and video streaming consumers: aged 16 and over. The study is based on nationally representative samples of 1,000 consumers: in each of the following countries: Great Britain, Germany, Turkey, Japan, Singapore, Korea and China between November 6, 2020 and November 10, 2020 and in the USA between November 23, 2020 . and September 29, 2020.

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