Ooyala has released its Q1 2017 Global Video Index, revealing, for the first time, long-form content represents the majority of time spent watching video on every screen. This quarter’s report also tracks variances in video consumption between the East and West coasts of the US, the continued growth of mobile, as well as emerging trends in online video advertising.
Long-Form Leads On Every Screen
While short-form video has the greatest chance of being watched in its entirety, for the first time, long-form content—greater than 20 minutes in length—now represents the majority of time spent watching video across all screen sizes, at 63 per cent.
Much of that is due to the increasing amount of premium content that services are now making available to all devices. As longer content becomes more prevalent, short-form is losing its dominance, particularly as larger mobile screens are now more common.
By device, the study finds long-form content now represents:
Global Video Consumption: Mobile Paves the Way
Mobile viewing continues to be a major driver of OTT growth, reaching a new high of nearly 57 percent of all video plays in Q1 2017 with smartphones accounting for 47 percent of total plays and tablets the other 10 percent. Although mobile plays were dominant in every region, Ooyala found an 11 percent variance in consumption between North American viewers and more active viewers in the Asia-Pacific (APAC) region; while Europe, the Middle East, and Africa (EMEA) and Latin America (LATAM) saw more than 10 per cent year-over-year growth in mobile consumption.
Regionally, the study finds:
“Adoption of mobile devices isn’t slowing down, and consumers are as comfortable watching long-form content on smartphones and tablets as they are short clips,” said Ooyala Principal Analyst and Strategic Media Consultant, Jim O’Neill. “It’s no longer enough simply to deliver content to a mobile device. Ensuring the highest quality video, in addition to easy discovery and navigation, has become a must-have for any compelling viewing experience. Video providers should be prepared to make all of their content available for mobile consumption, and business strategies must embrace all screen sizes.”
The East vs West Divide: Time of Day & Device Use In the US
Ooyala found variances in when and how video is consumed on the East and West coasts of the United States over the course of a week. In general, viewers on the West Coast tend to start their activity earlier on all devices for morning news and stock market updates happening on the East Coast, regardless of the device. The report shows:
More Q1 2017 Global Video Index Highlights: