Mobile devices drive AVoD viewing
March 14, 2017
According to the findings of the Q4 2016 Global Video Index from video monetisation specialist Ooyala, mobile devices attract the most video views for advertising video-on-demand (AVoD) services with global distribution. The report also shows variances of viewing habits across devices in different regions and continues to track the upward trajectory of mobile as the primary device for video.
Global AVoD Services: Go Mobile
The report examines several large AVoD customers across sports, news, and entertainment distributing ad-supported video in every geographical region. The results show patterns in how AVoD content performs in each region across devices. Globally, mobile devices, an accumulation of smartphones and tablets, represent 56 per cent of all AVoD video views. Smartphones make up the bulk of AVoD consumption at 45 per cent, slightly usurping desktops at 44 per cent with tablets taking the remaining 11 per cent. Regionally, the study finds:
- In APAC, mobile AVoD viewing trends slightly higher than the global average at 58 per cent
- EMEA sees the highest mobile AVoD viewing at nearly 60 per cent with tablets having the highest consumption than any other region at 12 per cent
- In LATAM, mobile represents 56 per cent of all AVoD viewing
- In North America, AVoD viewing on mobile devices lags the most at nearly 50 per cent. That’s 6 per cent behind the global average and nearly 10 per cent behind EMEA. This is due in part to the maturity of the market and more users using a wider range of devices, particularly connected TV.
Total Plays and Long-Form Viewing Increase Across Mobile
As of Q4 2016, mobile viewing now makes up 54 per cent of total global video plays, irrespective of business model, up from 46 per cent one year ago. For more granular growth, in November 2016, mobile devices hit 56 per cent of all video views, and in December it grew to an impressive 58 per cent. Based on this growth, Ooyala expects nearly 60 per cent of all video views to be on mobile devices by Q1 2017.
Long-form content, too, continues to grow on mobile devices. While connected TV and tablets continue to be the platform of choice for long-form content, 96 per cent and 65 per cent respectively, mobile devices are no longer for short-form video only. Long-form content made up 47 per cent of all mobile plays in Q4, outpacing short-form video plays at 40 per cent. Content providers must tailor their strategy around mobile, particularly as it becomes a go-to device for longer videos.
“We see a steady increase of premium subscription and ad-supported content coming over the top, and the consumer is determining which will be the winner. Based on our data and feedback from customers, we see the modern TV model evolving into one that involves both, a hybrid of SVoD and AVoD and accessible on every device,” said Ooyala Principal Analyst and Strategic Media Consultant, Jim O’Neill. “The bottom line is TV of the future will not be anything like the legacy TV market we all grew up with.”
More Q4 2016 Global Video Index Highlights:
- In APAC, short-form desktop viewing is 28 per cent higher than the world average
- Long-form viewing on tablets is 19 per cent higher in Latin America than the rest of the world
- Publishers saw a rise in mid-roll impressions on mobile devices, increasing from 30 per cent in Q3 to 48 per cent in Q4
- Broadcasters see a near 96 per cent mid-roll ad completion rate across all devices while publishers saw mid-roll ad completion rates drop from 84 per cent to 78 per cent in Q4 2016.