Ooyala this week released its Q1 2014 Global Video Index, showing the continued growth of mobile and tablet viewing and highlighting a trend in missed advertising revenue for video publishers across all devices. Ooyala’s Global Video Index report measures the anonymised viewing habits of nearly 150 million viewers in 239 countries.
Mobile and tablet viewing represented over 21 per cent of all online video plays in Q1 2014, up from 3.4 per cent in Q1 2012 and just over 9 per cent in Q1 2013. With a year-over-year increase of 532 per cent since 2012, mobile and tablet video consumption is clearly becoming mandatory for any company in the video business.
The report shows that this trend is even greater outside of the US. Ooyala’s data shows that mobile plays in Europe and Latin America outpaced mobile plays in North America, as a percentage of all online video plays. This growth underscores the need for broadcasters and publishers to prioritise mobile strategies, and demonstrates the opportunity for advertisers to reach device-specific audiences anywhere, on a massive scale.
More highlights from Q1 2014 Global Video Index:
• Despite Android’s greater smartphone market share, iOS still dominates viewing in terms of smartphone video plays
• While the majority of plays on tablets were short-form videos, viewers clocked 48 per cent of their overall viewing time watching videos of 30 minutes or more
• Viewing time of live video on connected TVs was more than 11 times more than video on-demand (VOD) content
• Tablet viewers spent more than three quarters of their time (77 per cent) watching videos of at least 10 minutes in length
“The statistics in our Global Video Index continue to affirm our belief that mobile is in large part the future of video and TV consumption,” said Jay Fulcher, chief executive officer at Ooyala. “We see the acceleration of mobile video consumption happening globally, as consumers in every region adopt mobile and tablet video faster, and interact with it longer.”