MLB says Multitasking Increased Live Viewing 86% Year-Over-Year in its 'At Bat' iPad App

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In February, Major League Baseball introduced multitasking to its At Bat iPad app, allowing users to view its video inside the app while using Slide Over and Split View as well as outside the app with picture-in-picture. MLB tells TechCrunch that the adoption of the features has had a "profound impact" on live video consumption on iPad.

mlbmultitasking
During the first two weeks of the current baseball season, MLB found that fans who had the multitasking update spent 20 more minutes per day watching live video on the iPad compared to last year. On average, fans who used the new multitasking options while watching video were spending 162 minutes a day watching MLB's content, which is an 86 percent increase from last year. Fans who did not use the multitasking features while watching video watched an average of 101 minutes per day.

MLB's data was only counted on iPads that support full multitasking capabilities, like the iPad Pro, iPad Air 2 and iPad mini 4, although Slide Over is also available on the iPad Air and the iPad mini 2 and later. As noted by TechCrunch, MLB's app was already the most consumed app in terms of minutes, with users watching 6.9 million minutes of content during the 2015 regular season. ESPN was in second place with 6.1 million minutes.

MLB At Bat is available in the App Store for free. [Direct Link]

Top Rated Comments

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59 months ago

Sounds like something Youtube should take note of.

I use Tubex. It's very similar to the Google app, but supports all of the iOS' key feature, and the best part is that it doesn't launch every time you tap a YouTube link in Safari.
Score: 9 Votes (Like | Disagree)
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59 months ago
Sounds like something Youtube should take note of.
Score: 8 Votes (Like | Disagree)
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59 months ago

Who cares....

Well, it would appear that you cared enough to post...
Score: 6 Votes (Like | Disagree)
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59 months ago

Maybe Apple should make multitasking part of the OS instead of depending on developers to update their apps. Same problem Samsung had with split view on the Note phones, only a handful of apps can use that feature cause it depends on the app developer adding support.

They did. ALL YouTube has to do is use the standard video APIs and PiP is supported. They don't use it, probably not enough data collection for them.
Score: 6 Votes (Like | Disagree)
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59 months ago
this is why sling tv and netflix don't support picture in picture, because you would watch it more!
Score: 4 Votes (Like | Disagree)
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59 months ago

I use Tubex. It's very similar to the Google app, but supports all of the iOS' key feature, and the best part is that it doesn't launch every time you tap a YouTube link in Safari.

I also use Tubex. No ads in videos, PIP and split view support.
Score: 3 Votes (Like | Disagree)

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