Ooyala today released its ‘Global Video Index Q4 2014’ report, and the findings confirm just how much video viewing has moved from televisions and PCs to mobile devices and tablets. While broadcasters and advertisers (and social networks) are steadfastly focused on mobile video, the report shows that they should also be considering their tablet audiences – perhaps differently – as tablet viewers are even more engaged.
Below, highlights from Ooyala’s latest report (also see: Ooyala’s ‘The Wild West of Mobile Video’):
Tablet and smartphone video trends:
– 34% of all video plays in Q4 were on tablets and smartphones.
– Tablet and smartphone plays grew 2X in the past year, 5X since 2012 and 16X since 2011.
– December saw the highest percentage of video plays on smartphones and tablets at 38%. That’s the highest since the Global Video Index began publishing. In fact, December mobile plays were 15% higher than in November and 114% higher than in the preceding December.
Engagement patterns by device:
– “Content mining,” search and consumption of shortform videos, occurs across all screens.
– Tablet users spent most of their time (70%) watching video longer than 10 minutes.
Long-form video:
– Tablet users watched long-form video for 70% of the time they spent viewing on their device. That’s more than for any other device. Tablets also lead in the percentage of time spent watching content from 30–60 minutes long.
– Connected TV users tended toward the longest video sessions: 41% of their time on CTVs was spent watching video longer than 60 minutes.
Video advertising trends:
– PCs led all devices in the number of ad impressions for broadcasters and publishers, followed by mobile phones. In this category, mobile phones continue to gain ground and take share from PCs.
– PCs had the highest fill rates of all devices across all segments measured, reaching 80% for broadcasters and 69% for publishers.
– Broadcasters see the highest rate of ad completions (87%), followed by publishers (71%).
– Tablets have the highest ad completion rates for broadcasters, followed by PCs and mobile phones.