The research firm said that 57% of US smartphone users access video via an app at least once a month, with applications like YouTube and Netflix driving the greatest data demands.
YouTube was found to be the top ranking video app with 45% of smartphone users accessing the app monthly, followed by Netflix, which was launched monthly by 18% of phone users.
“Smartphone penetration is continuing to grow and the battle among mobile carriers to retain current subscribers, as well as grow their base is fierce,” said Brad Akyuz, director, industry analyst for NPD’s Connected Intelligence.
“Access to content is becoming a key differentiator for carriers, in addition to unlimited data plans that allow consumers to watch OTT video at home and on the go with peace of mind. As the installed base of smartphones with large displays grows, we expect mobile video data consumption will do the same.”
Separately NPD said that 57 million US households now own a TV-connected device, up from 50 million a year-ago, which is driving more use across the top video streaming services.