Sarah Perez, reporting for TechCrunch, on the effect iOS 9 multitasking had on MLB’s At Bat app since they added support for Split View and Picture in Picture two months ago:

During these first two weeks, MLB fans spent 20 percent more minutes per day, on average, watching live video on iPad compared with the 2015 season, when multitasking was not 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 162 minutes per day on average consuming MLB.TV on iPad. That’s an increase of 86 percent from the 2015 season.

Picture in Picture fundamentally transforms the video experience of an iPad. Now imagine if two of the biggest video services around also realized this.