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Over half of global video views begin on mobile

Smartphones are becoming ever more popular for video viewing

A new report from Brightcove has revealed 53 per cent of global video views begin on smartphones and tablets.

In its Q2 Brightcove Video Index, the company found that smartphones saw the highest growth, to 45 per cent from 38 per cent only one year ago. In every region but the Americas (US and Canada), mobile devices took share away from desktop computers.

“Leveraging mobile video continues to be crucial for OTT providers, as they look to not only reach younger viewers – who traditionally have been mobile first – but also older viewers who have discovered that mobile video is a convenient way to consume content outside the home,” said Jim O’Neill, principal analyst, Brightcove.

“The amount of content being consumed on mobile devices has more than doubled over the past year. This is largely due to the fact that content owners and distributors are making premium content available to consumers anywhere, any time, and on any device. This growth will continue as more content – especially high-value sports content – becomes more prevalent and easily accessible on mobile devices.”

Long-form video (21-40 minutes) and ultra-long-form video (41+ minutes) saw faster growth in the share of “time watched” on every device, from connected TVs to smartphones. Ultra-long-form content took the highest total share of “time watched” across all devices, despite short-form video (0-5 minutes) having the highest number of assets published.

The Global Video Index aggregates anonymous data from Brightcove’s media customers globally. The report covers worldwide data trends, as well as break through regional trends for the Americas, Europe, Middle East/Africa, Latin America, Japan/Korea, Australia/New Zealand, and Asia Pacific.

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