Approximately 60% of smartphone and tablet users watch 1-5 hours of TV/video on these mobile platforms each week, which will help drive in-app advertising revenues on these platforms to over US$5.6 billion by 2017, according to the Parks Associates research group (http://www.parksassociates.com).

"While industry stakeholders have access to vast amounts of user data, cross-platform audience measurement remains complex, varied, and undefined," Senior Research Analyst Heather Way says."There is no scalable, cross-platform audience metric standard in place to determine how traditional and online video complements or overlaps one another from a usage and advertising perspective. A true cross-platform video measurement approach is essential to quantify unduplicated reach across broadcast and cable TV, the Internet, and mobile apps and web properties. Industry demand will only grow stronger as more consumers access video programs outside of traditional channels."

Parks Associates says 44% of tablet owners and 32% of smartphone users have increased their video consumption on these mobile platforms compared to 12 months ago.