Half of Russian smartphone users now watch TV content on their screens.
This, according to ComNews, quoting the annual Ericsson ConsumerLab Tv & Media report 2015, is over four times the 12% figure in 2013.
It adds that 20% of users are willing to pay extra for guaranteed quality of content on mobile devices.
The report found that the most active mobile TV users are viewers aged 16-24, who spend over half of their TV viewing time on mobiles. Almost one in three (32%) of users also state a prefderence for mobile TV multiscreen viewing.
Looking at specific mobile TV services in Russia, ComNews says that MegaFon.TV significantly improved its programme offer in late 2015. As a result, its take up grew several fold and it now has over 500,000 customers.
Meanwhile, MTS TV, which was launched in 2011, now has over 1.2 million subscribers for its offer, which consists of over 130 channels.
Beeline TV, an OTT service operated by VimpelCom, had 530,000 subscribers as of last year.
The Ericsson study found that viewers watched 35 hours of TV and video each week.
Almost half (47%) watched VOD, with YouTube the most popular service, being accessed by 37% of respondents at least once a week.
