Advanced Television

Ooyala: Strong growth in smartphone, tablet and smart TV viewing

February 16, 2012

Comparing Q4 2011 to Q3 2011 across one of the world’s largest online video footprints, Google TV viewing grew 91 per cent and video plays on tablets, smartphones and connected TVs nearly doubled, according to findings from digital video technology, analytics and services provider Ooyala’s Q4 2011 Video Index report, which reveals insights into video viewing behaviour and engagement across the web, smartphones, tablets, social networks and connected TVs.

Each quarter, Ooyala provides key insights and trends based on the viewing habits of its more than 100 million viewers every month, to help publishers better understand audiences, increase viewership and earn more revenue with online video.

Key highlights from the report include:

  • Video plays on tablets, mobile devices and connected TVs nearly doubled in Q4 2011 over Q3 2011
  • Both iPhone — boosted by the iPhone 4S release in October – and Android grew rapidly quarter-over-quarter in terms of videos played and hours watched
  • Facebook users on average share ten times more video than Twitter users
  • Video plays on Google TV grew 91 per cent in Q4 2011 over Q3 2011
  • Tablet viewers continue to be far more engaged than desktop viewers – they were 45 per cent more likely to complete at least 75 per cent of videos played, a reliable measure of engagement

“The dramatically increased engagement with IP-delivered video creates opportunities on a massive scale for publishers and brand marketers,” said Bismarck Lepe, co-founder and president of products for Ooyala. “Understanding the changing dynamics of multi-device video consumption is key to delivering a more personalised experience for consumers while creating new revenue streams and growing audiences. Ooyala unlocks this knowledge in a way that is highly actionable and mission-critical to our customers’ success,” he added.

“While people are still watching much more traditional TV than streaming video, our data shows we’re on a clear and irreversible course toward an IP-delivered future,” he continued. “For example, looking at non-desktop video views, Q4 was the second straight quarter of nearly one hundred per cent growth. The Video Index also shows people are far more engaged on tablets, which are closer to TVs than they are to smartphones when it comes to viewing behaviour.”



Categories: Articles, Connected TV, Consumer Behaviour, Mobile, OTT, Portable Media, Research