As consumption totals pick up, consumer behavior is changing, according to a separate study from Parks Associates. In Q1 2013, approximately 14 percent of smartphone and tablet users downloaded brands’ content applications to view streaming clips.

“The latest round of apps is from content providers, not satellite and cable-TV companies,” pointed out John Barrett, Director or Consumer Analytics at Parks Associates. “They want to … enhance the viewing experience with second-screen activities, and it is working, especially among Millennials.”

Barrett adds that digital natives are actively using more than one screen at a time to watch videos, read articles and stay active on social networks.

From the article, "Consumers not consuming video content in the same old way."

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