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TV viewing via tablets is predicted to increase to just over three hours per month by 2014, according to a new report from Juniper Research.
The increase is attributed to growing user satisfaction and the availability of a wider range of content.
The report, ‘Mobile TV; Applications, Devices and Opportunities 2012-2016’, states that the increase will be most apparent in North America because of the existing popularity of services like Netflix and Hulu.
This is good news for advertisers, as separate research from comScore found that the top ten US sites showing the most video ads in January reached an estimated 47.3% of internet users in the country.
Hulu alone served 1.5bn video ads, reaching a massive 11% of the 'online population'.
While these stats relate to desktop rather than tablet usage, they once again show the potential for online video ads to reach a wider audience - something that is more difficult in a fragmented US TV market.
Looking more closely at the increase in mobile TV usage, the Juniper report states that another driver for this growth is the continued integration of mobile services into pay-TV packages.
Viewers can watch premium content or on-demand services when away from home, extending the reach of traditional TV services.
The report states that the number of users of streamed mobile TV services on smartphones will almost triple between 2011 and 2016, and majority of mobile TV revenues will come from subscriptions.
Recognising this growing demand, Sky made its content available on a pay-as-you-go and subscription basis in January to non-Sky customers on iPad and iPhone.