In what Adobe called “the most comprehensive report of its kind”, its Digital Index team named iOS the platform through which premium video is most commonly viewed online. The report says that this platform’s share of premium video views has reached 47%, leaving Android trailing at just 15%.
Adobe added that the iOS share of unauthenticated video views is much larger than even this, being at a staggering 82%, and that Apple devices “currently drive 62% of all authenticated pay-for-TV video views”. Tamara Gaffney, an ADI principal analyst, has attributed Apple’s impressive performances here to “its dominant position with access to consumers and a wealth of video data”.
Android has not been the only recent sufferer in the online market for premium video. Premium video views through desktop and mobile web browsers have fallen to what Adobe dubbed “a new low”, with a share of just 14%. Apple could capitalize on its dominance in this market; indeed, Gaffney has cited the company’s next challenge as “get[ting] ahead of the movement away from linear TV toward digital viewing”.
