i3 - May/June 2016 - 41

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watching a big-screen TV.
Adobe also found that TVE
authentications of viewing
on iPhones or iPads dropped
nine percent compared to a
year earlier.
Adobe's study identified
the most popular program
genres as regular broadcast
and cable episodic content
(111 percent growth yearover-year) movies (89 percent
growth), spots (80 percent)
and teens and cartoons
(61 percent). Adobe said that
as major TV networks have
created Roku apps, broadcasters have developed ways
to monetize connected device
app views.
Separately, a Netflix
study showed that half of
its customers watch video
on smartphones during any
month, but that the total
streaming load sent to those
smartphones represents
10 percent of total viewing.
C TA . t e c h / i 3

Scott Meyer, Netflix's vice
president of device partner ecosystems, says usage
reflects the rapid rise of
smartphone use globally;
however Netflix users still
prefer to watch long-form
content on bigger screens.
"Behavior on mobile is different," Meyer says. He also
observed that smartphone
viewing usually takes place
later than normal primetime
evening hours, suggesting that
viewers watch some video on
a TV or laptop then watch the
rest in bed via a smartphone.
"Content is certainly getting
more fluid," he says. "We're
still kind of on an exploration
to learn."
Creative changes affected
by new viewing platforms
became evident decades ago.
In the earliest days of VCRs
and pay TV programming,
filmmakers recognized that
more of their productions

Creative changes
affected by new
viewing platforms
became evident
decades ago. In
the earliest days
of VCRs and pay
TV programming,
filmmakers
recognized
that more of
their productions
would be seen on
smaller screens
than theatrical
formats.

would be seen on smaller
screens than theatrical
formats. So they dropped
sweeping panoramic shots,
used more close-ups and
often changed the pace of
visual storytelling. Of course,
the eventual introduction
of wide-screen, flat-panel
HDTV sets again revamped
such visual predilections.
The opportunities that are
available on multiple screens
raise the creative stakes even
further. Shows are being created that can be enjoyed on
large and small screens, and
the ancillary options from
second-screen diversions to
big screen interactivity promise to change TV even more.
As the diverse research studies show, viewers are trying
out the new options. In fact,
the contradictory findings
may actually demonstrate the
value of the evolving "anyware" viewing options.
MAY/JUNE 2016

41
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