We asked each participant, “If you had to choose
one length of content, what would it be?” Many
participants expressed that they preferred content in the
range of 15 to 20 minutes. They told us that after about
20 minutes it becomes difficult to hold the mobile
device comfortably. However, they were willing to
watch for longer periods of time when they were
limited in their entertainment options such as on long
flights or driving trips. Most of the responses seemed to
reflect the notion that mobile video consumption is