MUMBAI: After providing access to the internet via smartphones and tablets, preference for mobile is extending to online videos, according to a report from online video firm Ooyala.
The Global Video Index Q1 2013 report released today revealed key trends that are transforming linear television into a personalized, online, mobile experience.
Tablet and mobile video viewing broke records in the Q1 2013. Share of tablet and mobile video grew 19 percent in Q1 2013, and made up more than 10 percent of all online video plays during the period. This is the highest percentage reported to date by Ooyala, and more than double the 4 per cent share that mobile and tablet accounted for in Q1 2012.
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As in previous quarters, Q1 2013 data showed more people watching more content on more screens than ever before. The Q1 saw new records in the percentage of total viewing time that took place on tablets and mobile devices. The Index also shows that live video continues to dominate video-on-demand in terms of engagement, and that there are key differences in video consumption among countries in Asia.
The findings, based on anonymized viewing habits of nearly 200 million unique viewers in 130 countries every month, demonstrate why cross-device video delivery, live content, and analytics are critical to video publishers worldwide.
In a further indication that screen size is not the key concern for viewers, both mobile and tablet video viewers spent more than half of their total online viewing time watching long-form videos (those more than 10 minutes long) last quarter.
This was the first quarter that mobile (53 per cent) and tablets (52 per cent) beat desktop PCs (38per cent) in percentage of time spent watching long-form video. Out of this, a quarter of total tablet viewing time is spent with content more than 60 minutes long.
“TV is no longer a single screen in the living room. Video publishers who fail to deliver and monetize mobile content on tablets and smartphones are leaving digital dollars on the table.”
“Cross-device measurement is critical for content owners and broadcasters as they move their premium content online,” said Sudhir Kaushik, director of products, insights and optimization at Ooyala. “Our ability to collect content and advertising data from each viewer on any device at any time and then process that information into insights in real-time is what differentiates us. With these insights, media companies can take specific actions to determine the appropriate device and ad strategy that result in the best possible experience for its viewers.”
Globally, the Asia-Pacific region is seeing an upptick in live video viewing- Singapore, Hong Kong, Japan, and Korea- all watch live video at least 20 times longer than VOD (Video on Demand) content, with Singapore leading the region in time per live play, with an average live viewing session of 52 minutes.
Ooyala’s findings also show that live video continues to dominate on-demand video content – desktop viewers watched live video an average of 40 minutes- 13 times longer than VOD last quarter.
“Breaking news, live sports, and special events have an inherent immediacy that hooks connected viewers and leads to longer viewing times across all devices,” report said.
