For​ ​the​ ​second​ ​consecutive​ ​quarter,​ ​long-form​ ​content​ ​—​ ​greater​ ​than​ ​20​ ​minutes​ ​in​ ​length​ ​— now​ ​represents​ ​the​ ​majority​ ​of​ ​time​ ​spent​ ​watching​ ​video​ ​across​ ​all​ ​screen​ ​sizes,​ ​with​ ​mobile devices​ ​being​ ​the​ ​platform​ ​of​ ​choice​ ​between​ ​2.4​ ​to​ ​3.3​ ​times​ ​more​ ​than​ ​personal​ ​computers, according to Ooyala’s most recent Video Index report.

In​ Europe, Middle east and Africa (​EMEA),​ ​mobile​ ​plays​ ​represent​ ​57.7 per cent​ ​of​ ​all​ ​video​ ​plays,​ ​up​ ​from​ ​just​ ​54.1 per cent per cent ​in​ ​Q1. Longer long-form viewing is still rising, with EMEA averaging 66+ minutes of viewing on tablets.

By​ ​device,​ ​data​ ​finds​ ​long-form​ ​content​ ​now​ ​represents:
82 per cent​​ ​of​ ​all​ ​time​ ​spent​ ​watching​ ​video on​ ​tablets,​ ​also​ ​up​ ​slightly​ ​from​ ​81 per cent​ ​in​ ​Q1;
53 per cent​ of​ ​all​ ​time​ ​spent​ ​watching​ ​video ​on​ ​computers,​ ​down​ ​from​ ​65 per cent​ ​in​ ​Q1;
53 per cent​ of​ ​all​ ​time​ ​spent​ ​watching​ ​video ​on​ ​smartphones,​ ​marginally​ ​down​ ​from​ ​55 per cent​ ​in​ ​Q1.

”Today’s​ ​video​ ​consumers​ ​are​ ​looking​ ​to​ ​complement,​ ​or​ ​replace,​ ​their​ ​traditional​ ​video entertainment​ ​sources;​ ​driving​ ​the​ ​increasing​ ​amount​ ​of​ ​original​ ​content​ ​that​ ​is​ ​being​ ​pushed over​ ​the​ ​top​ ​to​ ​audiences​ ​who​ ​want​ ​it​ ​when,​ ​where​ ​and​ ​on​ ​any​ ​device​ ​they​ ​choose,”​ ​said Ooyala​ ​Principal​ ​Analyst​ ​and​ ​Strategic​ ​Media​ ​Consultant,​ ​Jim​ ​O’Neill

Categories: Articles, Companion devices, Consumer Behaviour, Mobile, Research