Tablets are popular devices for video viewing and have been for some time, but OTT streaming devices such as Apple TV and Chromecast have moved ahead in digital video monetization, reveals FreeWheel in its Q4 2014 Video Monetization Report [download page]. During the quarter, OTT devices accounted for 8% of ad views for professional, rights-managed video content, up from just 2% during the year-earlier period and moving ahead of tablets (7% share) in the process.
Not too surprisingly, viewing on OTT devices tends to mirror TV viewing habits, with 91% of video ad views on the devices coming during long-form and live content. That speaks to the ongoing relevance of the TV as a form factor, as discussed in MarketingCharts’ Debrief, TV in Context: Viewing Trends, Ad Spending, and Purchase Influence.
By comparison, 54% of ad views on tablets came during long-form and live content, as did just 30% of views on desktops and laptops and 25% on smartphones. FreeWheel explains the discrepancy by noting that “computers and smartphones are used to ‘snack’ on content throughout the workday while tablets and OTT devices tend to live in the home and are ‘binge viewing’ portals.”
As a result of their heavy emphasis on long-form content, OTT devices accounted for a hefty 37% share of live viewing by device in Q4, second only to desktops and laptops (50%).
Live content itself as grown as a content monetization force, accounting for 23.2% of ad views for programmers (see methodology below for a description of “programmers”) during Q4 2014, up from 9.9% share a year earlier.
In other trends identified in the report:
About the Data: The dataset used for the FreeWheel report concerns the usage and monetization of professional, rights managed video content, and is comprised of over 125 billion video views in 2014. The report is released quarterly and seeks to highlight the changing dynamics of how enterprise-class content owners and distributors are monetizing professional digital video content.
“Programmers” (referenced in the article above) includes Programmers and Multichannel Video Programming Distributors (MVPDs) who generate the majority of their advertising revenue from linear TV services and who offer a diverse content mix on IP-based environments.
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