Mobile video consumption is on the up for both short- and long-form programming, according to a new consumer study, Mobile Video Usage: A Global Perspective.

In a survey of 4,800 users from 24 markets, 35% of respondents said they watched more videos on smartphones this year than the previous year.

The study, published by the Interactive Advertising Bureau (IAB), also found that one in five mobile video viewers regularly streamed video on smartphones while watching traditional TV. globe.

“In Singapore, our findings show that over 60% of viewers are dual screening and watching mobile video and TV simultaneously,” said IAB Singapore executive director, Miranda Dimopoulos.

Whether short, long or in-between, substantial numbers of video viewers said their video consumption on smartphones had increased year-on-year in all of the study’s participating nations, with the most prominent upticks seen in the U.S. (50%), Canada (42%), New Zealand (42%), South Africa (42%), and the U.K. (40%), the IAB said.

Consumers in China (37%) and Singapore (35%) reported the highest incidence of watching less TV due to streaming more on mobile, the IAB said.

The dip in traditional television consumption in East Asia directly correlates with the type of content smartphone users in those markets are viewing on mobile, the study added.

While 36% of survey participants worldwide watched long-form videos (5+ min) daily, consumers in East Asia were much more likely to do so than those in some of the other markets studied.

Chinese audiences, in particular, gravitated the most towards watching TV shows and full-length movies than those in other markets, the results showed.

Although only 16% of users in all markets have paid for smartphone videos, 26% of respondents from East Asian markets have done so.

In China, more than 30% of viewers said they had paid for mobile video in the past, and 37% said they would be willing to do so in the future. 25% of that group would prefer to pay for smartphone videos via a subscription service with a regular fee compared to 12% who would prefer to pay per video.

62% of viewers across the 24 countries in the survey discovery digital/mobile video via YouTube, 33% via social media platforms, 20% through search results and 14% through advertising.

Apps are indisputably the main method for viewing mobile video in each of the markets studied, the study said. Nearly half of respondents overall (48%) said that they “only” or “mostly” leverage mobile apps to stream video on their phones,

Across all markets, IAB’s survey showed that advertising is a prevalent part of the mobile video experience; 90% of all respondents had encountered ads of some kind with the videos they watched. The majority of consumers in all regions (82%) agreed they prefer to see tailored ads, particularly those related in some way to the video being watched.