Study: Mobile Plays Up 34% From Last Year

By Karen Fratti 

wf-video-index-q4-2015-@2xOoyala, a video publishing, analytics and monetization platform, released its Q4 2015 Global Video Index this week which revealed that the total number of programmatic transactions increased 160 percent since Q3 2015. The report also looked at video consumption trends throughout Asia-Pacific (APAC).

Ramesh Srinivasan, CEO of Ooyala said in a statement that:

The analysis from the recent Video Index shows the convergence of multiple factors in the market – from regional mobile adoption, consumer behaviors on specific devices and buying preferences between publishers and their advertisers – and gives a macro view of new trends in the industry. Quarter after quarter, the opportunity to build more lucrative and successful businesses with video becomes clearer as mobile-first strategies continue to grow in importance.

Here some takeaways from the report:

Connected Viewing

  • Long-form viewing on connected TVs increased 72 percent throughout 2015
  • Active programmatic marketplaces increased more than 21 percent, driving more demand and higher CPMs, also increasing 26 percent quarter over quarter

Mobile and Tablet Viewing

  • Mobile phones and tablets combined now represent 46 percent of all online viewing across the globe, up from 34 percent in Q4 2015
  • Total mobile plays grew 35 percent in the past year and 170 percent since 2013
  • 3 percent of the long-form content viewing share is on mobile, 51 percent is on tablets and 38 percent is on desktops
  • Tablets made up 14 percent of mobile plays, up from 12 percent in Q2 and Q3, representing only the second time ever tablet plays increased since 2013. Tablets made up 22 percent of all overall mobile video views in Q4 APAC, beating the global average by 3 percent.

In the APAC regions, tablets  are used more than in the rest of the world to consume mobile content. Size matters when it comes to watching video. You can download the full report here.