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A new Hub Research study from eMarketer shows the majority of TV content (55%) being consumed by Americans is still being watched on a TV screen through a set-top box (either live, DVR, or on-demand), compared to only 22% being watched on smaller screens: laptops, desktops, smartphones and tablets. Here's a breakdown of devices:

Expand chart

Data: eMarketer; Note: Ages 16-74 who watch at least 5 hours of TV per week; Chart: Andrew Witherspoon / Axios

Why it matters: If TV content is to be consumed on smaller screens, it needs to be made for a mobile viewing experience, which means shorter, quicker, more interactive formats. (Reminder: 55% of all mobile sessions last less than 30 seconds.)

Most major platforms (Twitter, YouTube, Facebook, etc) have been inking original content deals with TV shows, but so far; none have officially rolled out a TV video experience as unique to mobile as Snapchat, which includes vertical viewing, fast-paced production cues and tap-to-swipe navigation through scenes.

Go deeper

Updated 29 mins ago - Politics & Policy

Coronavirus dashboard

Illustration: Sarah Grillo/Axios

  1. Health: Coronavirus cases rose 10% in the week before Thanksgiving.
  2. Politics: Supreme Court backs religious groups on New York coronavirus restrictions.
  3. World: Expert says COVID vaccine likely won't be available in Africa until Q2 of 2021 — Europeans extend lockdowns.
  4. Economy: The winners and losers of the COVID holiday season.
  5. Education: National standardized tests delayed until 2022.
2 hours ago - Health

Standardized testing becomes another pandemic victim

Photo: Edmund D. Fountain for The Washington Post via Getty

National standardized reading and math tests have been pushed from next year to 2022, the National Center for Education Statistics (NCES) announced Wednesday.

Why it matters: There’s mounting national evidence that students are suffering major setbacks this year, with a surge in the number of failing grades.

3 hours ago - World

European countries extend lockdowns

A medical worker takes a COVID-19 throat swab sample at the Berlin-Brandenburg Airport. Photo by Maja Hitij via Getty

Recent spikes in COVID-19 infections across Europe have led authorities to extend restrictions ahead of the holiday season.

Why it matters: "Relaxing too fast and too much is a risk for a third wave after Christmas," said European Commission President Ursula von der Leyen.

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