One-third of adults say they watched live TV content on their mobile, tablet, or computer in the past week, according to research from YouGov across 17 different markets.

Why it matters

Live video content is shifting away from traditional TV devices and this has made the video landscape more complex. Sports, a key driver of live watching, has been diversifying from traditional big-screen TV towards shorter and more interactive content.

This will ultimately put more pressure on the linear TV advertising market – 2021's global growth is expected at just 1.2%.

Takeaways

• WARC's own research shows mobile video is a...