Mobile devices are gaining ground when it comes to watching video content. As consumer use of mobile devices such as iPads and tablet computers increase, so does streaming video usage. What should be surprising and of interest to television and movie producers is that more and more consumers are engaging in second-screen activities – meaning that not only are consumers watching streaming media, mobile or otherwise, but they are also engaging in social media, research on actors, or other tasks related to the show they are watching.

Twitter use during programming is showing positive influence on program ratings, and most users under the age of 30 are engaging in second screen activity the most. This could dynamically change the way programs and movies are produced. As an example, the SyFy TV show “Defiance” integrates an online first-person shooter video game with the TV show, allowing viewers to interact with and affect the plot line of the show. Even before that, “American Idol” used text messages to get viewers to interact with the show by voting for their favorite singers.

Another activity of second-screen use is shopping. Watching video content on a mobile device could be integrated better with online shopping and advertising. Taking advantage of this, producers could have product placement that directs users to shopping sales, discounts, or make the buying experience easier, all within the TV show and never really leaving the video content they are watching.

"Any effective strategy for digital media has to reach across multiple devices to engage consumers," said D.P. Venkatesh, CEO of mPortal (News - Alert). "Consumers are accelerating their video viewing outside of traditional channels, and cloud-based video management and second-screen integration are becoming essential in providing consistency and value in the viewing experience. We are pleased to be working with Parks Associates (News - Alert) in analyzing the current state of the market and exploring future directions and business opportunities."

Mobile devices are not replacing the TV set for now, though ownership and usage are going up. Users are getting more used to the idea of sitting outside with an iPad watching their favorite TV show while interacting with friends and other fans of their favorite shows.