Half of all viewing will take place on a mobile device by 2020, new research suggests, with smartphone screens accounting for half of them.
That's a rise of more than 85 per cent in a decade, according to the annual ConsumerLab TV and Media report from Ericsson which surveys more than 20,000 people in 13 countries, including the UK.
The time we spend viewing TV and video, both online and traditionally, was found to have hit an all-time high at 30 hours a week.
The number of on-demand services has jumped from 1.6 in 2012 to 3.8 per person, on average, and a third of consumers expect their spending on them to increase within the next year.
And in just two years time, virtual reality is predicted to enter the mainstream, with one in three consumers using it.
“We can see that consumers are not only watching more video but also changing how and when they do so," said Anders Erlandsson, a senior advisor at Ericsson.
"This year also marks the first time that we have explored the level of consumer interest in VR in conjunction with media consumption, and the findings have been fascinating. VR has the potential to bring together people from all over the world and create deeper, more personalised, and more complementary media experiences.
"As consumer expectations for on-demand, mobile and immersive viewing continues to increase, the TV and media industry must focus on delivering highly personalised services in the very best possible quality available.”
The majority of consumers planing to get a VR headset believe they should be cheaper, however, and nearly half say there should be more content available.