There is a disparity between publishers? digital video distribution experiences and their audiences? expectations, with a big driver the fact that most digital video players are not suited for mobile devices. With nearly three-quarters of the world?s mobile data traffic forecast to come from video in a few years, the pressure is on publishers to enhance their delivery of video on mobile. 

?I think one of the most surprising findings is the fact that 32 percent of publishers believe that their audiences are satisfied with their online video viewing experiences when only 6 percent of audiences are saying they are extremely satisfied,? said Michelle Rivera, marketing manager at Adaptive Medias. ?There's a huge disconnect. 

?Audience behaviors are constantly evolving ? one study found that U.S. adults in 2011 spent an average of 21 minutes a day watching online video,? she said. ?This year, it averages to about 1 hour and 16 minutes and shows no signs of slowing. 

?Technology has to live up to and evolve with audiences and their expectations. And so far, a lot of companies in the digital media world aren't doing that.?  

The 2015 Publisher and Audience Digital Video Player survey found that 93 percent of audiences would watch more video on their mobile devices if there were fewer issues related to the delivery of video on mobile. 

In terms of biggest problems faced while watching video on a tablet or mobile phone, 61 percent said digital video players take too long to load, 50 percent have experienced videos that stop playing, 50 percent have experienced poor video quality and 43 percent have received errors within video players. 

For publishers, 37 percent said their biggest concern when delivering video to mobile devices is that their current video players does not align to their devices, 28 percent said their players take too long to load and 17 percent said they receive errors within their video players. 

Additionally, only 7 percent of publishers currently use a digital video player specifically created for mobile devices. 

When it comes to which screen audiences would prefer to watch digital video if there were no hindrances to the experience, 44 percent said SmartTV, 22 percent tablets and 19 percent mobile phones. 

Publishers? preferences for digital video delivery are 32 percent for mobile, 26 percent desktop/laptop and 22 percent SmartTV. 

As the digital video experience for publishers exists today, only 6 percent of audiences are extremely happy with their online video viewing experiences with 62 percent saying the experiences are middle of the road. 

In comparison, 32 percent of publishers think their audiences are extremely happy with their online video viewing experiences. 

The easiest devices for watching online video are desktop and laptop, named by 51 percent; SmartTV, named by 19 percent; tablets, named by 19 percent, and mobile phones, named by 11 percent. 

?Mobile video ad spend in the U.S. is expected to reach $2.62 billion this year, which amounts to about one-third of digital video ad spend,? Ms. Rivera said. ?However, more audiences are watching video on mobile devices. 

?Mobile video is underperforming compared to desktop's digital video, and publishers and advertisers are missing out on enormous monetization opportunities,? she said.