Ooyala: Viewers watching more mobile, tablet video
June 19, 2013
Findings from Ooyala, the specialist in video publishing, analytics and monetisation, indicate that tablet and mobile video have attained new consumption records, with live video dominating video-on-demand. The company’s Global Video Index Q1 2013 reveals key trends that are transforming linear television into a personalised, online, mobile experience.
Similar to previous quarters, Q1 2013 data showed more people watching more content on moren screens than ever before. In fact, Q1 saw new records in the percentage of total viewing timen that took place on tablets and mobile devices. The Index also shows that live video continues to dominate video-on-demand in terms of engagement, and that there are key differences in video consumption among countries in Asia.
The findings, based on anonymised viewing habits of nearly 200 million unique viewers in 130 countries every month, demonstrate why cross-device video delivery, live content, and analytics are critical to video publishers worldwide.
Among the report’s key findings:
● The share of tablet and mobile video grew 19 per cent in Q1 2013. This is on pace with the growth Ooyala reported in its 2012 Year in Review.
● Mobile and tablet video now account for more than 10 per cent of all online video plays.
This is the highest percentage to date reported by Ooyala, and more than double the 4 per cent share that mobile and tablet accounted for in Q1 2012.
● Mobile and tablet video viewers spent more than half of their total online viewing time watching long-form videos last quarter. Q1 2013 was the first quarter that mobile (53 per cent) and tablets (52 per cent) beat desktop PCs (38 per cent) in percentage of time spent watching long-form video.
● 25 per cent of total tablet viewing time was spent with content more than 60 minutes long in Q1.
● Globally, desktop viewers watched live news, sports and special events for an average of 40 minutes per session in Q1 2013.
● Viewers watched live video 13 times longer than VOD on desktops last quarter, four times longer on tablets and three times longer on mobile devices.
“Measurement is the most important tool video publishers have as premium TV content moves online,” said Sudhir Kaushik, director of products, insights and optimisation at Ooyala. “Our ability to collect data from each unique viewer on any device at any time and provide intelligent recommendations about what videos or ads to serve next, keeps audiences engaged longer and allows our customers to make more money from video.”
The Global Index Q1 2013 also spotlights smart media trends in the Asia Pacific region where many new and innovative media experiences are taking shape among broadcasters, content owners and multiservice operators. The findings highlight key differences in video consumption among countries and regions and help publishers create smarter, global video strategies. The findings include:
● In Singapore, Hong Kong, Japan and Korea, viewers watch live video 20 times longer than on-demand video across all device types. This is nearly double the global ratio of live versus on-demand content during the quarter.
● Singapore leads the region in time per live play, with an average live viewing session of 52 minutes.
● Viewers in Singapore, Hong Kong, Japan and Thailand spent more than one third of their total online viewing time watching videos longer than ten minutes last quarter.
● Long-form video viewing accounted for 45 per cent of the total time spent watching video online in Malaysia last quarter.