Live video viewing up eighty-six percent over latest year in MLB’s At Bat app, thanks to addition of multitasking

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Source:   —  April 16, 2016, at 1:38 AM

com At Bat application for iPad. Today, the organization is releasing some new numbers on what impact the introduction of split-screen viewing and picture-in-picture has on engagement and video viewing minutes in its application.

Live video viewing up eighty-six percent over latest year in MLB’s At Bat app, thanks to addition of multitasking

When Apple introduced multitasking in iOS nine, MLB was one of the new feature’s early adopters in its MLB. com At Bat application for iPad. Today, the organization is releasing some new numbers on what impact the introduction of split-screen viewing and picture-in-picture has on engagement and video viewing minutes in its application.

In short? The news is good. Very, very good indeed.

The At Bat app introduced multitasking in a February two thousand sixteen update, along with picture-in-picture streaming for live video and highlights. What that means is that fans can presently look MLB. TV video exterior the application.

These features, of course, only work on select iPads.

There are two different terms Apple used for its new multitasking mode, Split View and Slide Over. The former lets you run two apps at the same time, side-by-side, on the same screen. The latter lets you open a second app without leaving your current app. Split View is available on iPad Pro, iPad Air two or iPad mini four. Slide Over is available on iPad Pro, iPad Air, iPad Air two, and iPad mini two or later.

Meanwhile, picture-in-picture mode scales down the video screen to a corner of your display. This is available on iPad Pro, iPad Air, iPad Air two, and iPad mini two or later.

Despite the fact that multitasking isn't something every iPad or other iOS user can get advantage of within the At Bat application, the organization tells TechCrunch that its introduction is already having a “profound impact” on the consumption of live video on iPad.

Maintain these claims, the MLB gathered usage metrics from the first two weeks of the season — to make clear for non-baseball fans, the MLB season isn't quite two weeks elderly at this point (Opening Day was April third).

During these first two weeks, MLB fans spent twenty % more minutes per day, on average, watching live video on iPad compared with the two thousand fifteen season, when multitasking wasn't available. (MLB says that any form of multitasking behavior was counted here, not just spilt-screen viewing.)

In addition, fans who were using the new multitasking features and watching live video of MLB games in the At Bat application were spending one hundred sixty-two minutes per day on average consuming MLB. TV on iPad. That’s an expand of eighty-six % from the two thousand fifteen season.

Plus, while one hundred sixty-two minutes per day was the average for those using multitasking while watching video, one hundred one minutes per day was the average without using the feature, so distant this year. (It’s also necessary to point out that this data only represents users on iPad with multitasking capabilities — MLB isn’t including those who don’t have access to the behavior here.)

The impact for MLB here could be notable, as the company’s app was already the most consumed sports apps in terms of total minutes prior to the addition of multitasking. During the two thousand fifteen regular season (April through September two thousand fifteen), At Bat users consumed 6.9 billion minutes compared with 6.1 billion for ESPN, 3.4 billion for Team Stream, 2.2 billion for Yahoo Fantasy Sports and 1.8 billion for WatchESPN, according to data from comScore.

With the addition of multitasking, MLB could significantly expand the time spent in its application. That’s something that matters more these days to app developers and advertisers alike, as App Store chart rankings and download numbers have lost some cost as the industry grows more concerned with whether or not apps are actually being used, and how often, after their initial installation.

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