Thursday, 21 June 2018 12:20

Mobile video consumption on the rise: Ooyala

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Mobile video consumption on the rise: Ooyala Image courtesy of Stuart Miles at FreeDigitalPhotos.net

Global mobile video consumption continues to rise, but growth stabilised in the first quarter this year, with total video plays increasing during the quarter by just 1.8% from the prior year, according to a new report from Ooyala,Telstra's OTT software management subsdiary.

The US-based Ooyala also reports in its Q1 2018 Global Video Index that mobile devices accounted for 58% of all videos watched globally, stabilising at 1.8% growth, one of the smallest increases in 14 quarters.

But, Ooyala also found that consumption on mobile devices of long-form video — defined as more than 20 minutes — continues to thrive.

On smartphones, for example, 20-to-40-minute-long videos were viewed to completion 57% of the time, while videos exceeding 40 minutes (ultra-long form) were viewed to completion more than 45% of the time, the Ooyala study found.

Ooyala also found that:

  • Viewers watched long-form content (20-40 mins.) to completion 61% on tablets and 71% on PCs.
  • Viewers watched ultra-long form content (40+ mins.) to completion 51% tablets and 59% PCs.

"Consumers are becoming far more comfortable watching any content on every screen than they've ever been," said Ooyala principal analyst Jim O'Neill.

"The traditional barriers to multiscreen viewing — the amount of available premium content, the cost of service and the quality of experience — all have fallen. The first screen for viewing truly has become the screen that's most available to the viewer at the moment."

On regional mobile video viewing trends, Ooyala’s study found that Latin America (LatAm) saw significant quarter-over-quarter gains in mobile’s share of video plays while Asia-Pacific grew slightly, despite declines in Europe/Middle East/Africa and North America.

But in North America, mobile video plays were still up 9% from a year ago and 18% over the past two years, accounting for 56.6% of all video plays in Q1 2018.

In related findings:

  • EMEA saw mobile video plays hit 58% in the first quarter of 2018, a 22% Y/Y increase from 47.8% in Q1 2017, and 39% better than Q1 2016;
  • Asia-Pacific saw the share of video plays on mobile devices hit 60.7%, up from 52.3% a year ago;
  • Latin America’s share of video plays on mobile devices reached an all-time high of 59.5%;
  • Long-form content (longer than 20 minutes) jumped 189%;
  • Medium-form content (5-20 minutes) was up 171%; and
  • Short-form (shorter than 5 minutes) grew 178%.

“Mobile video content is coming from an expanding universe of creators and distributors across sports, news, entertainment and enterprise,” said O’Neill.

“They understand that mobile needs to be a pillar of any content provider’s streaming video strategy.  Ignore mobile, or allow lower-quality standards for your video stream, and you’re likely to lose a significant portion of your business.”

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Peter Dinham

Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

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