Ooyala has released its Q3 2013 Global Video Index, revealing distinct patterns in how viewers consume video across devices. While mobile viewing levelled off in Q3 due to seasonal factors, the overall share of mobile and tablet video views increased by 74 percent since January. Furthermore, mobile and tablet video plays have more than doubled year-over-year, increasing 133 percent from September 2012 to September 2013.
Ooyala’s data shows that as more premium, long-form content becomes available online, consumers are increasingly turning to mobile phones and tablets as first screen devices. Mobile and tablet video viewers spent nearly 60 percent of their total viewing time watching premium, long-form content running more than 10 minutes.
‚€®Additionally, live video continues to dominate video-on-demand (VOD). In Q3, PC viewers were drawn in by live linear streaming, breaking news, sports and special events, watching live video for 30 minutes on average, which is 11 times longer than VOD. Audiences on Smart TVs, gaming consoles and set-top-boxes watched live video nine times longer than video-on-demand, for an average of 46 minutes per play. Last quarter, Ooyala data revealed specific patterns in how device consumption shifted throughout the day and week for video entertainment, sports and news.‚€®
More highlights include:
- Tablet TV viewers spent 25 percent of their viewing time watching videos more than 60 minutes long.
- Connected TV viewers spent nearly one third of their time watching videos longer than one hour.
- In Q3, both mobile and tablet viewing hit their peaks in September.
- Mobile accounted for 9.2 percent of streaming video views and tablet accounted for 6.4 percent of all online video plays.
“Data is key for companies transitioning to digital TV,” said Jay Fulcher, chief executive officer of Ooyala. “Our video analytics help customers navigate the increasingly complex and fragmented TV landscape. Some of the most successful broadcasters, media companies and enterprises rely on these insights to build bigger audiences and monetize their video content across all screens."
DTG Staff | 12.12.2013