Long-form video content, i.e. movies, sports and TV shows, accounted for more than 60% of the total time viewers spent watching online video in 2Q. Tablets’ long-form online video viewing share jumped 47% from April to end-June, according to online video company Ooyala’s second-quarter Global Video Index.

The latest Global Video Index results indicate the ongoing blurring taking place between broadband and broadcast media “as premium content shifts to a more mobile, multi-screen environment,” according to Ooyala– in other words– digital media convergence.

Additional 2Q Global Video Index report highlights include:

  • Around the World in 80 Plays: In Great Britain, 15 percent of the total time spent watching online video occurs on mobile phones and tablets. In China, this number is 11 percent.
  • Live Video On The Rise: PC viewers tuned in to live videos for an average of 33 minutes in Q2
  • Big Screens, Big Content: When using smart TVs, set-top boxes and gaming consoles, viewers spend 93% of their time watching movies, TV shows and other long-form videos.

“The way people watch TV is changing. As more premium content becomes available online, more viewers are logging on, rather than tuning in, to watch their favorite programming on tablets and smart TVs,” Bismarck Lepe, co-founder and president of products for Ooyala stated in a press release.

“Consumers are leading the charge, and forward-thinking media companies realize that content is content, however it is consumed. Our data, and our data-driven video innovation, help these companies develop strategies that increase their share of connected viewers and capture more digital dollars.”

Ooyala is able to capture and analyze a great variety and wealth of on users’ online video viewing. With the U.S. presidential campaign heating up, Ooyala has tracked how viewers in different states across the country watch online video. The data show that viewers in “Blue States” in which Pres. Obama won the general election watched 26% more online video as measured by number of plays than “Red State” viewers.

Image courtesy of flickr user joeyanne.