Ooyala Notes Striking Increase in Global Mobile Video Views

/ Jun 18, 2014

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Whether you’re on your way to work or sitting at a coffee shop, you’re bound to notice an increasing number of people staring at their mobile phones — and many of them are watching videos. According to Ooyala’s Q1 2014 Global Video Index, mobile and tablet viewing has increased by 133% since their 2013 Index, with 21.5% of all video plays now taking place on mobile devices and tablets.

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When it comes to what kinds of mobile devices people use to watch videos, iOS has a clear lead over Android. Accounting for 60% of mobile video viewing, iOS phones dominate in North America. (Though Androids do take the lead in Latin America, with 53% of the region’s smartphone video plays.)

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Ooyala’s report also shows long-form content’s ability to thrive on traditional television screens. Viewers watching video content on connected TVs ended up watching long-form digital video (30 plus minutes long) 61% of the time. Mobile phones even saw their share of long-form watch time, with 35% of their smartphone video viewing dedicated to videos that ran 30 minutes or longer.

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All in all, videos exceeding the “short-form” classification are becoming more popular across all viewing devices. Though they account for less total plays, videos running over 10 minutes take up more than half of all actual viewing time spent on mobile devices — which makes obvious sense, as such videos take more time to watch. However, the point is that people are actually spending significant periods of time watching just one video on their smartphones, devices that used to be reserved for quick bursts of communications and recreational activities.

Lastly, Ooyala’s Global Video Index examined live video watch time versus that of videos on demand. No matter the device type, viewers spent a lot longer watching live video. On desktops, this amounted to an average 34 minutes of watch time for every play, while VOD plays resulted in only 2.6 minutes of watch time. On tablet and mobile, the gaps were predictably smaller (though still notable), while live video per-play watch time on CTVs totaled 53 minutes on average, with only 4.6 minutes for VOD.

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Ooyala says its Global Video Index takes into account the viewing habits of people in 239 countries around the world. This report only considers video from their publishers, which include the likes of Univision, Rolling Stone, ESPN, Pac-12 Networks, and various others.

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