Source: Interactive Advertising Bureau (IAB) [pdf]
Notes: Smartphone video viewers across the world are most likely to typically find the videos they watch on YouTube (62%), with social media platforms (33%) also a significant discovery source, according to an IAB study. Press coverage of the study has centered on the finding that 36% of respondents watch “long-form” videos on smartphones at least daily, butÂ this result needs clarification on a couple of fronts: firstly the 36% figure isÂ among existing smartphone video viewers (not the general population); and secondly long-form is defined as at least 5 minutes in length (as opposed to other long-form definitions, which can refer to content at least 20 minutesÂ in length).
Indeed, the most popular video types that viewers have watched in the past 3 months are music videos (49%), funny short video clips / viral videos (49%) and movie trailers (41%), with fewer having watched a full episode of a TV show (23%) or a full length movie (21%). So it may be a little early to pronounce the smartphone as a popular device for viewing long-form videos…
About the Data: The IAB data is based on a survey conducted by OnDevice Research among 4,800 consumers in 24 markets (200 in each market) who are at least 16 years old, own a smartphone and watch either short or long mobile videos. The survey was fielded from April 14 to May 11, 2015.