TV is the most popular device for video-on-demand content but smartphones are gaining share worldwide, according to data from video analytics company NPAW.

Why it matters

Digital video consumption is growing strongly and advertisers are moving their budgets as a result – WARC Data expects OTT video ad spend to grow by 20% this year, with direct-to-consumer brands playing an important role.

However, account sharing and the wide range of platforms used by audiences can pose challenges around targeting, reach and frequency.

Takeaways

• Two-fifths (41%) of video-on-demand content consumption happens on TV.
• In comparison, smartphones now take a...