It won’t come as a surprise that video content undergoes revolutionary changes nowadays. The new Ericsson and Cisco Reports shows how these changes occur. In fact, video will increase of 55% over the next 5 years. Let’s compare Ericson’s and Cisco’s predictions for the future of mobile traffic and video content.

2016 Ericsson Mobility Report

  • The report shows that it’s the increased use of video content on web pages and social networks that helps to traffic and video consumption to grow rapidly. Video Consumption Will Account about 70% of Mobile Traffic by 2021.
  • Viewing habits are gradually changing from traditional TV to streaming content via tablets and smartphones. In fact, teens remain the biggest consumers of video. The report asserts that teens will spend 85% more time watching video via smartphones. At the same time, the time of watching a traditional TV reduced for about 50 %.  For instance, there is already an increase of 127% in just 15 months during 2014 and 2015.

Mobile Video Traffic. Ericsson Mobility Report

 

  • Ericsson states that people use tablets and smartphones equally for watching short-form video content, meanwhile viewers usually use their tablets for longer forms of video content.
  • By 2021, the average American will use 22GB of mobile data per month – mainly for watching video. YouTube accounts for 50-70% of all video traffic among mobile networks. YouTube is still the biggest platform in mobile video, accounting for 50-70 percent of video-based traffic. Netflix, for comparison, accounts for 10-20%.
  • The Ericsson study also states that between 2015 and 2021, the number of IoT-connected devices will grow by 23% every year. By 2021 about 28 billion devices are expected to be connected. The Internet will overtake mobile phones as the largest category of connected device in just 2 years.

Mobile Video Traffic. Ericsson Mobility Report

 

You can find more predictions here – Ericsson site.

 

Highlights of Cisco’s study

As it has been already stated, mobile data traffic is increasing enormously. A new study from Cisco asserts that by 2020, video will account for about 75% of mobile data traffic. There is an increase for about 55% in average, and over 77% in North America. Cisco’s latest annual forecast  makes some other quite interesting predictions.

Predictions for 2020:

  • Global mobile data traffic will increase of 53 percent from 2015 to 2020, reaching 30.6 exabytes per month by 2020.

Mobile Video Traffic. Cisco Study

 

  • By 2020, there will be more than 11.6 billion mobile connected devices. Interestingly enough, it is more than the world’s population at that time (7.8 billion). Undoubtedly, it’s going to have a powerful impact on video traffic consumption.
  • The average mobile network connection speed (2.0 Mbps in 2015) will reach nearly 6.5 megabits per second (Mbps) by 2020.
  • By 2020, a 4G connection will generate 3.3 times more traffic on average than a non-4G connection.
  • 67 percent of mobile devices will be smart devices by 2020, up from 36 percent in 2015. The vast majority of mobile data traffic (98 percent) will originate from these smart devices by 2020, up from 89 percent in 2015.
  • There will be 7.6 billion IPv6-capable devices by 2020.
  • Mobile video will increase 11-fold between 2015 and 2020, accounting for 75 percent of total mobile data traffic by the end of the forecast period.
  • The amount of mobile data traffic generated by tablets by 2020 (2.6 exabytes per month) will be 7.6 times higher than in 2015, a CAGR of 50 percent.
  • By 2020, aggregate smartphone traffic will be 8.8 times greater than it is today, with a CAGR of 54 percent.
  • By 2015, more than half of all traffic from mobile-connected devices (almost 3.9 exabytes) will be offloaded to the fixed network by means of Wi-Fi devices and femtocells each month.
  • The Middle East and Africa will have the strongest mobile data traffic growth of any region with a 71‑percent CAGR. This region will be followed by Asia Pacific at 54 percent and Central and Eastern Europe at 52 percent.

Mobile Video Traffic. Cisco Study

Conclusion

Video has a much higher bit rate than other types of online content, why is why it is cited to generate such a huge percentage of mobile traffic growth in the next 5 years. It won’t come as a surprise that the reason of such an increase in video consumption is consumers’ ability to access mobile devices quite easily. Video has the highest growth rate of mobile data, that is why a mobile video marketing strategy is essential for brands. There are some tips about optimising the company marketing strategy here and here.

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