Advanced Television

Tablets trump desktops for video consumption

November 14, 2011

By Colin Mann

Findings from data gathered by online video platform Ooyala suggest that people are watching more and more video online, with greater consumption on tablets compared with desktops.

Ooyala has initiated the VideoMind Video Index report, its first quarterly overview on the state of online video. “It’s the work of a team of Ooyalans who have dug through a tremendous trove of anonymised viewing data from Q3,” says the company.

Among its many findings, the report confirms that people are watching more and more video online. “We’re simply in the midst of a fundamental shift in how people everywhere watch TV, film and video content,” says Ooyala.

Among other findings:

  • Device type matters. And it looks like tablets are shaping viewer behaviour in new ways. Tablet users averaged nearly 30 per cent more viewing time per play than those who watched on desktops, for instance, and they completed videos at double the desktop rate.
  • Connected TV devices and game consoles are taking off. Video plays on these devices tripled in Q3 alone.
  • Viewers like to watch long-form content on big screens. For videos more than 10 minutes long, viewers using connected TV devices and game consoles were more than twice as likely to complete a video as viewers on desktops.
  • Facebook’s popularity varies greatly among countries when it comes to sharing video. Facebook is 17 times more popular than Twitter in Italy, for instance, but the two social media sites are on par in Japan.
  • iPads crushed Android tablets in terms of total audience size. iPads accounted for 97 per cent of all tablet video plays.


Categories: Articles, Connected TV, Consumer Behaviour, Mobile, OTT, Research, Video