Advanced Television

51% online video plays on mobile devices

September 21, 2016

Ooyala has published its Q2 2016 Global Video Index, drawing insights from more than 3.5 billion video analytic events per day from 220 million viewers across the world.

This quarter, the report put specific focus on ‘power users’. Ooyala defined a “power user” as a customer who visited on more days each month — at least seven days per month but typically many more — and made more frequent visits each day than an “average” customer.

Among power user findings (comparing AVoD/SVoD/TVoD):

  • On an AVoD news site users visit 37 per cent more during the workweek than on weekends and use computers to consume content for longer periods, compared to the average user who uses a mobile phone.
  • Visitors to an AVoD entertainment platform on Thursdays and Fridays watch 17 per cent more content than they do Monday to Wednesday, and 37 per cent more than they do on Saturday and Sunday.
  • 76 per cent of power users on an SVoD entertainment platform visit 2–3 days a week, with peak viewing occurring Friday and Saturday. Mondays see the least traffic from power users.
  • And a transactional platform (TVoD) sees its slowest traffic early in the week and an explosion of streaming on weekends: about 13X more than weekdays.

Looking outside of power users, at all data analysed:

iOS or Android:

  • 98 per cent of video plays on mobile devices are on iOS or Android.
  • iOS owned 52 per cent of video plays on smartphones.
  • 91 per cent of videos viewed on tablets in Q2 2015 were via iOS, but Apple’s share has declined to just 65 per cent a year later.
  • Users watch video for longer on iOS devices than on Android devices, but the gap is narrowing slightly.

Mobile video trends

  • 51 per cent of all plays are mobile, an increase of 15 per cent from a year ago and 203 per cent from 2014.
  • Plays on smartphones increased 10 per cent from a year ago.
  • Plays on tablets increased 51 per cent from a year ago.

Time watched by device and video length:

  • Short form video (5 minutes) dominates share of viewing time on smartphones at 55 per cent.
  • Medium form video (520 minutes) earns 1820 per cent of viewing time on smartphones, tablets and computers.
  • Long form video (20 minutes or longer) makes up almost all viewing time on set top devices (92 per cent) and 46 per cent of tablet time.

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