You might wonder about that when you see how many people seem to prefer watching shows on tiny smartphone screens instead of an HDTV. But quality still matters according to a survey of more than 3,000 people in the U.S., UK, Germany and Brazil out this morning from tech company Avid. Some 65% of the respondents  cited image and audio quality as the strongest “driver of viewer engagement,” the company says. Amazingly, the survey finds that nearly 72% believe that 11% of the average viewing time will come from Web services by 2017 — with a quarter saying that it will account for more than 30% of viewing time. That still seems far-fetched: it would indicate that Web video time would grow by a factor of 10 in just four years in the U.S. and Western Europe. Even if those estimates are overly optimistic, researchers have good reason to observe that the market “is at its point of inflection, and broadcast and studio executives see these new web-delivered services as revenue drivers, with 91% of respondents citing multi-screen delivery as a key source of growth.” Translation: It’s time to get serious about using VOD for catch-up viewing, streaming programs, and offering special content so mobile devices can be used as a second screen when people also are watching their TV sets. The study for Avid was conducted by research firm Ovum.

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