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Americans like watching TV content on big screens

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:

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.