Ooyala, a leading provider of software and services that simplify the complexity of producing, streaming and monetising video, released its Q1 2017 Global Video Index , revealing, for the first time, long-form content represents most of the time spent watching video on every screen.
This report also found that the Asia-Pacific region had the largest growth in mobile video consumption globally jumping 15% from a year ago.
Ooyala principal analyst and strategic media consultant Jim O’Neill said, “Adoption of mobile devices isn’t slowing down, and consumers are as comfortable watching long-form content on smartphones and tablets as they are short clips.”
While short-form video has the greatest chance of being watched in its entirety, for the first time, long-form content — longer than 20 minutes — now represents most video watched across all screen sizes, at 63%.
Much of that is due to the increasing amount of premium content that services are now making available to all devices. As longer content becomes more prevalent, short-form is losing its dominance, particularly as larger mobile screens are now more common.
By device, the study finds long-form content now represents:
● 98% of all time spent watching video on connected TVs, up from 83% the year before;
● 81% on tablets, also up notably from 51% the year before;
● 65% on computers, nearly doubling from a year before (35%); and
● 55% on smartphones, a 26% increase from Q1 2016.
Global video consumption: Mobile paves the way
Mobile viewing continues to be a major driver of OTT growth, reaching a new high of nearly 57% of all video plays in Q1, 2017 with smartphones accounting for 47% of total plays and tablets the other 10%.
Although mobile plays were dominant in every region, Ooyala found an 11% variance in consumption between North American viewers and more active viewers in the Asia-Pacific region; while Europe, the Middle East, and Africa and Latin America saw more than 10% year-over-year growth in mobile consumption.
Regionally, the study finds:
- In APAC, 61% of all video plays are on mobile, up from 46% a year ago;
- In EMEA, mobile plays represent 54% of all video plays, up from just 42% a year ago;
- In North America, mobile represents slightly more than half of all video plays, up from 48% a year ago; and
- In LATAM, mobile plays topped 56%—up from 46% a year earlier, with tablets representing 5%, the least of any region.
“It’s no longer enough simply to deliver content to a mobile device. Ensuring the highest quality video, in addition to easy discovery and navigation, has become a must-have for any compelling viewing experience. Video providers should be prepared to make all of their content available for mobile consumption, and business strategies must embrace all screen sizes,” said O’Neill.
More Q1 2017 global video index highlights:
- APAC saw the largest growth in mobile video consumption of any region, jumping 15% since last year.
- Broadcasters increased their reliance on tablets for mid-roll ads, delivering 54% of total mid-roll ads on those devices. Mobile devices represent nearly 66%, unseating PCs (26.5%), a big drop from when PCs held the lion’s share (39%) in Q4 2016.
Steve Davis, vice-president and general manager, Asia Pacific and Japan, Ooyala, added, “Clearly, video consumption will begin to look very different in Australia in the coming years. Global forces, technology shifts and changing consumer habits means that companies charged with providing content face significant disruption and the need for fundamental change. Overcoming these challenges and charting new strategies should be a central focus.”