More Than 3 in 4 Mobile and Tablet Video Ad Views Occurred on an Apple Device in Q1

May 29, 2013

This article is included in these additional categories:

Connected Device Comparisons | Digital | Mobile Phone

FreeWheel-Mobile-Tablet-Video-Ad-Views-by-OS-inQ1-May2013Android may have the lead on iOS in terms of US smartphone market share (with the same true on a global basis), but more mobile video ad views took place on an iPhone (31.4% share of mobile and tablet ad views) than an Android phone (22.5% share) in Q1, according to FreeWheel’s latest Video Monetization report [pdf]. But that may not be the only comparison worth making. That’s because the iPad outstripped them both, accounting for 39.2% of total mobile device video ad views for the quarter, as iPad users tended to focus more on long-form content supporting higher ad loads.

In fact, 58% of ad views on the iPad were served during long-form content (more than 20-minutes) for the quarter, compared to just 27% on the iPhone and 24% on Android phones. The researchers note that “this reflects TV-style viewing habits on iPad versus on-the-go usage for mobile phones.”

Overall, non-desktop video viewing (either through mobiles, tablets, or OTT devices) accounted for 19% of video views in Q1, a more than 50% jump from 12% just a quarter earlier.

About the Data: The FreeWheel Video Monetization 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. The underlying dataset is one of the largest available on the usage and monetization of professional, rights-managed video content, and in 2012 comprised over 53 billion video views.

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