Smartphone video starts topped 50 per cent globally for the first time, a 13.2 per cent year-over-year change and the largest in five quarters, according to Ooyala’s Q2 2018 Global Video Index Report. Despite a temporary leveling-off in the first quarter of 2018, video plays on mobile devices (tablets and smartphones) surged 9.8 per cent globally in the second quarter, exceeding 62 per cent of all online videos for the first time.
“We see the Q1 pause in mobile video’s rapid growth curve as a normal transition as consumer habits and content creators’ initiatives get in alignment,” said Jim O’Neill, Ooyala principal analyst. “Q2 represented a reignition of mobile-video consumption coinciding with new content initiatives, season-finale TV events and sports-season finales.
“More content creators, seeing the trend toward greater long-form video consumption on mobile devices — a trend we’ve been noting since last year — are now developing content concurrently for multiple platforms and are transitioning beyond snackable mobile-only content,” O’Neill added.
Regional Mobile Video Viewing Trends
“We’ll see a massive uptick in Q3 as more fans watch NFL games on their mobile devices, and, just as legacy TV networks use NFL games to drive traffic to other television content, this promises a spillover effect for other genres of mobile content,” O’Neill concluded. “Content owners and distributors need to take advantage of this unprecedented period of demand to pivot into treating technology operations much as manufacturing-based industries treat manufacturing operations. The move to a ‘content supply chain’ is a fundamental, data-driven change transforming the media industry.”