Mobile Video Growth Accelerating on Tablets and Phones
For all the talk of high-bitrate video streaming, it is very clear that for certain content, consumers are more than happy with the quality of video currently being delivered to phones and tablets. According to data from Ooyala’s Global Video Index, smartphone and tablet views made up % of all video plays in Q3 of 2014, a % increase over Q2 the same year. Some predict that by 2016, more than % of all video views will be conducted on portable devices. While that’s impressive growth, the data also shows that the majority of users who watch video on mobiles devices are still consuming short-form clips, under three minutes in length. As the report details, viewers are looking to big screens for big chunks of their entertainment.
Some other interesting data from Ooyala’s report included:
A recent study from Sports News Media and Kantar Media found % of U.S. consumers say they use mobile devices to watch sports, with slightly more (%) saying they primarily watch on smartphones and% saying they watch on tablets.
While online video has become increasingly popular on mobile devices, the smaller screens of smartphones (even the increasingly larger ones seen on Android and, more recently, on iOS devices) trail larger screens for watching content longer than minutes.
Broadcasters and publishers who are making content rapidly available on mobile are benefiting from the near ubiquity of video-capable smartphones and tablets in mature markets. Particularly for news and sports content, audiences are increasingly engaging with content outside of the home.
YouTube is already seeing mobile viewership of over %; a strong indicator that premium content will catch up before long.
Mobile phones were more prominent than ever in terms of share of time watched for videos 1–3 minutes long (%), the most of any device. Viewers often use their phones to sample content, watch previews, check scores and highlights, or quickly catch up with the news before switching to larger screens.
Tablets appear to be transitional, in the sense that they can be used as a substitute for the big screen (some % of Netflix users say they have watched a movie on an iPad), for adding content and context as a second screen while watching TV, and also for “snacking.” Today, consumption patterns show that tablets are more akin to TVs than to smartphones. Whether monetizing via ads, transactions or subscriptions, providers need to think of the positive impact tablet viewers can have on premium video revenue.
In North America, mobile phones see steady video viewership all day long, spiking in the evening, but still not as much as with tablets which see bigger night-time spikes.
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