tablet videoThe proliferation of small mobile screens and accelerating deployment of the latest generation mobile broadband networks continue to drive mobile video viewership higher and higher. Mobile video viewership more than doubled in the past year and now represents over 25 percent of all online viewing, according to Ooyala’s Q2 Global Video Index Report.

Over the past year, mobile video viewership rose 127 percent. It’s grown 400 percent in the past two years, according to Ooyala’s latest report. Between February and June, mobile video’s percentage of online video viewing rose six percent – from 21 percent to 27 percent of all online video views.

As Ooyala notes, Cisco forecasts that mobile video traffic could account for 69 percent of worldwide Internet traffic by 2018. That, Ooyala adds in a press release, is “reinforcing the opportunity for content providers, broadcasters and publishers to build business-sustaining revenue streams with digital video – particularly on mobile devices.”

Ooyala adds that the results of its 2Q mobile video report, “underscore the need for content providers to take advantage of new forms of big data analytics and audience measurement to better understand online audience behavior, help guide content strategies and maximize revenue.”

Mobile Video Viewership
Reinforcing the point, viewing of premium, live and long-form video is growing fast along with surging consumption of video on mobile devices, Ooyala highlighted. According to the report:

  • Viewers look to big screens for big chunks of entertainment. Consumers on connected TVs spent 81% of their time watching video content longer than 10 minutes.
  • Mobile devices remain the favorite “snacking tool.” Mobile viewers spent 45% of their time watching videos of six minutes or less in length.
  • On tablets, viewers spent 23% of their time watching video of 30-60 minutes in length, more than on any other device.
  • On connected TVs, viewers spent 65% of their time watching video content 30 minutes or longer; and over half of that time (54%) was with content longer than 60 minutes.

Commented Ooyala CEO Jay Fulcher, “As we reach the tipping point of web-delivered TV, Ooyala is seeing the transition firsthand. This data is indicative of the dramatic multiscreen shift occurring in the industry.

“Greater consumption of high-value content across multiple device types, along with more granular data on consumption habits and trends, underscores the need for sophisticated analytics to inform programming and monetization strategies. Ooyala is acutely focused on not only providing the best viewing experience but also capturing the data and insights that make these experiences more profitable.”

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