Mobile video consumption continues to rise but the pace of growth has stabilized, according to the newest findings from Ooyala.
The growth comes primarily from more consumption of long-form video, according to Ooyala. Long-form videos – defined as more than 20 minutes in length — were viewed to completion nearly six in 10 times (57%) on smartphones, while ultra-long form videos (more than 40 minutes) were viewed to completion more than four in 10 times (45%).
Mobile Video Consumption
Highlighting the importance of mobile to video, Ooyala reports nearly three of every five video plays (56.6%) in North America were viewed on a mobile device.
“Consumers are becoming far more comfortable watching any content on every screen than they’ve ever been,” said Jim O’Neill, Ooyala principal analyst, in a prepared statement. “The traditional barriers to multiscreen viewing — the amount of available premium content, the cost of service and the quality of experience — all have fallen. The first screen for viewing truly has become the screen that’s most available to the viewer at the moment.
O’Neill added that mobile video content is coming from an expanding universe of creators and distributors across sports, news, entertainment and enterprise. He cautioned: “Ignore mobile or allow lower-quality standards for your video stream, and you’re likely to lose a significant portion of your business.”
Among the report’s other findings:
- Viewers watched long-form content (20-40 mins) to completion 61% on tablets and 71% on PCs
- Viewers watched ultra-long form content (40+ mins) to completion 51% on tablets and 59% on PCs
- Mobile video plays in North America increased 9% from a year ago and 18% over the past two years, accounting for 56.6% of all video plays in the first quarter of 2018.
- Total long-form content (longer than 20 minutes) jumped 189%
- Medium-form content (5-20 minutes) more than doubled as well, rising 171%
- Short-form (shorter than 5 minutes) was up 178%
Image courtesy of flickr user Kirill Kniazev.
