Video is growing to dominate the online scene, and not only in network traffic. Though it leveled off in 3Q, attributed to seasonal factors, mobile and tablet video views have risen 74% since January, while mobile and tablet video plays have more than doubled year over year, rising 133% from September 2012 to September 2013, according to Ooyala’s “Q3 2013 Global Video Index.”
Supply is driving demand, according to Ooyala. Users are increasingly using their mobile phones and tablet as “first screen” devices as more and more online video content becomes available. In addition, “mobile and tablet video viewers spent nearly 60% of their total viewing time watching premium, long-form content running more than 10 minutes.”
Ooyala market researchers also found that live video continues to dominate video-on-demand (VOD). PC viewers watched live video for an average 30 minutes, 11 times longer than VOD. Making use of Smart TVs, set-top boxes and gaming consoles, audiences watched for an average 46 minutes per play – nine times more time than they spent watching VOD.
Other highlights from Ooyala’s 3Q report include:
- Tablet TV viewers spent 25 percent of their viewing time watching videos more than 60 minutes long.
- Connected TV viewers spent nearly one third of their time watching videos longer than one hour.
- In Q3, both mobile and tablet viewing hit their peaks in September.
- Mobile accounted for 9.2 percent of streaming video views and tablet accounted for 6.4 percent of all online video plays.
“Data is key for companies transitioning to digital TV,” Ooyala CEO Jay Fulcher was quoted in a press release. “Our video analytics help customers navigate the increasingly complex and fragmented TV landscape. Some of the most successful broadcasters, media companies and enterprises rely on these insights to build bigger audiences and monetize their video content across all screens.”
More is available on Ooyala’s website.
Image courtesy of flickr user Steve Paine.
