Long-Form Video Views Lag Behind Shorter Content During Q2
People are watching more videos on digital platforms. How much? According to FreeWheel’s latest Monetization Report, covering Q2 2013, digital video viewing was up 38% year-over-year. When broken down by “digital pure-play” publishers (original online video creators) and “linear+digital” publishers (mainly TV companies), the digital pure-play crowd generated a 41% year-over-year growth while the linear+digital crowd drove a 32% growth in views.
This growth is being driven by short-form and mid-form content: Digital pure-play publishers witnessed 40% year-over-year growth on short-form content and 48% on mid-form content, while only 20% for long-form content. In comparison, linear+digital publishers saw a 39% growth on short-form, 44% on mid-form, and only 21% on long-form.
If anything, this signals that people continue to watch more videos on mobile devices, which generally work better for shorter content. In fact, FreeWheel has data that points directly to that trend. Per the report, PCs and Macs were responsible for 81.3% of digital video views during Q2 2013, down from 89.1% a year ago. Meanwhile, video views on smartphones and tablets have jumped from 9.2% to 17.5%.
There is a lot of data to unpack here, so check out the full report if you want to see it in all its glory. But if you’re too lazy to read or click, here are some interesting charts below for the digital pure-play publishers:
In news that is far short of revelatory, short-form content accounts for a massive bulk of video ad views against original online video content.
Interestingly enough, viewers seem to have gotten used to 15-second and 30-second spots online, with completion rates for each ad type being nearly identical.Tags: FreeWheel, mobile video, online video, Research