The possibility of viewing content anywhere has, on its own, continuously driven the consumption of TV and video according to Ericsson's latest ConsumerLab TV & Media Report.

The annual report studied trends in 22 countries, including South Africa, and found that consumption of video content is growing, despite issues like buffering or the lack of coverage in some areas which impacts on user experience when streaming video content.

Based on feedback from 30,000 online interviews with people aged 16-69 across 24 markets, in addition to 24 in-depth interviews in Cape Town, San Francisco and Stockholm, the Report stated that "...a mobile subscription plan that allows affordable streaming of TV and video content on a mobile device – with reasonable video quality and without having to ration data – is of great interest to 40 percent of consumers globally. Millennials are the most interested group at 46 percent, as these consumers typically use multiple on-demand services across several devices. A similar trend can be observed in individual markets, where consumers in India (72 percent), Colombia (60 percent) and South Africa (58 percent) show the highest interest levels for such capabilities," notes the seventh edition of the annual report,

Darcy Antonellis, CEO of content services provider Vubiquity, which has a presence in more than ten African countries, says the report's findings validate a wider approach to content provision. "Content providers focus on their brand and audience, but look for partners that can help with the rest of the experience, and I think that value proposition will continue."

As part of its reflection on future trends, the report asserted that TV and video service providers will have to shape their offerings to meet the demands of 'mobile centrics' and 'screen shifters'.

"This can be done through à la carte TV content, including both live experiences and on-demand capabilities, and the ability to watch wherever you are. Flexible pricing that allows consumers to add aspects that are more important to them, will also be of value. The consumers of tomorrow will require more to be satisfied, but it is a task that is well worth doing because their love for TV and video content will continue to grow in the future," the report continues.

Total viewing hours and time spent viewing content on mobile screens has grown significantly since 2010, according to the report.

The staggering growth of viewing on mobile devices globally has led to an increase in consumers' total viewing time, since mobile devices are easily available it stated.

"Since 2014, the habit of browsing the internet for content related to what is being watched on the big TV screen has increased by 35 percent, and watching 2 or more programs at the same time has increased just as much. This growth can partly be attributed to the basic human need for instant gratification, as well as never wanting to have a dull moment," the report concludes.