Adobe released HTML5 extensions to Dreamweaver enabling web developers to optimize content for multiple screens.

Nielsen on telling stories across three screens.

by Bob Page on 22 June 2010

The Nielsen Company released its latest three-screen report on 11 June 2010, documenting significant changes in media consumption during the last two years. The report has implications for the way stories are told, including format, duration, content and production values.

In the USA, moving-picture storytelling expanded from the movie screen to the television screen in the 1950s. The Nielsen reports show expansion now taking place into the smaller screens of smartphones.

The pace of strategy and tools to integrate storytelling for multiple screens is accelerating. Last month Adobe, for example, announced HTML5 extensions to Dreamweaver software that enable website developers to optimize content across multiple screens.

Highlights from the Nielsen first-quarter 2010 three-screen report on televisions, personal computers and smartphones:

  • HDTV: More than half of US television households now have a high-definition television and receive HD signals. HDTV penetration grew 189 percent between 2008 and 2010.
  • DVR: More than a third of homes have a digital video recorder, up 51 percent since 2008. This makes it possible for more viewers to watch TV programs on their own schedule, or “time shift.”
  • Broadband: 63.5 percent of homes now have broadband Internet access, with high-speed connections that improve online video delivery.
  • Smartphones: Nearly a quarter of households (up 38 percent year-over-year) have smartphones, simplifying the process for consumers to “place shift” and watch video wherever they are.
  • Mobile Video: The audience for mobile video grew 51.2 percent year-over-year, and now includes more than 20 million users. Fifty-five percent of the audience for mobile video is aged 25-49.

Above, on 19 May 2010, Adobe released HTML5 extensions to Dreamweaver CS5 to support web developers optimizing content across multiple screens. Graphic by Adobe.

Be Sociable, Share!

Leave a Comment

Previous post:

Next post: