Long-form content brings in 71pc of tablet video views: study
November 19, 2012
Consumers are watching more than just short video clips on their mobile devices, according to a new study from Ooyala.
In Ooyala’s “Global Video Index” report, the company looked at how tablet and smartphone users consume video content from their mobile devices. The report includes close to 200 million unique viewers in 130 countries.
“Mobile video is still more about short-form content – quick clips, highlights and news bites,” said Allen Bush, director of communications at Ooyala, Mountain View, CA.
“Our data shows that while video consumption continues to grow quarter-over-quarter on smartphones, people are engaged for longer viewing periods on tablets and larger screens,” he said.
“We don't expect that to change dramatically, which the exception of the new breed of mini-tablets like the Nexus 7 and the iPad Mini. Those devices will likely drive much greater video consumption in terms of longer viewing periods than smartphones much like their larger kin. And we see industry initiatives like UltraViolet, where you have a central locker in the cloud for accessing content across devices, making things more interesting for smartphones in the future. But by and large, bigger screens are for bigger content.”
Per the study’s findings, 71 percent of tablet users spend watch video on their devices for long-form videos that are ten minutes or longer, marking a 54 percent increase from 46 percent of users in the first quarter of 2012.
Thirty percent of video is watched by consumers for content that is 30 – 60 minutes long.
Additionally, the overall share of tablet video viewing grew 90 percent in the past six months. Mobile video share has grown 39 percent in the past six months.
The increase from both tablet and mobile video share grew 64 percent during the second and third quarters of 2012.
When it comes to smartphones, almost half of video watched is for long-form content that is ten minutes or more long.
Multiple device viewing
Compared to desktop users, live streaming makes up a smaller percentage for tablet and mobile video. This shows that consumers are moving away from watching live TV to relying on their mobile devices to catch up on TV shows.
Additionally, the report found that the most engaged users were consumers who watched via tablets, connected TVs and gaming consoles.
“It's critical to have a holistic strategy for how to optimize campaigns – smart marketers are engaging their audience across multiple platforms with the same campaign to turn device fragmentation into a benefit rather than a hurdle,” Mr. Bush said.
“Data shows cord-cutting is not yet a real phenomenon – what we see more is cord-shaving, meaning people still watch their primary TV in the household, but rather than dedicate all of their viewing to that one device, they have a viewing experience that is fragmented across many devices throughout the course of the day,” he said.
“They are getting their morning news on the tablet, checking-in on live sports and highlights throughout their workday on tablets and smartphones, and now more often we're seeing tablets used for movies and TV programming. This is represented by the large percentage of videos consumed on tablets that are over 30 minutes or even an hour long.”
Lauren Johnson is associate reporter on Mobile Marketer, New York
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