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Globally, consumers are now more likely to play advertising-video-on-demand (AVOD) content on smartphones (45%) than on desktops (44%), per a recent report [download page] from Ooyala. The analysis, covering Q4 2016, marks the first time in which smartphones have overtaken desktops in AVOD video plays.

This finding stays true to the broader trend of increased smartphone dependency and use across the board: from greater engagement in email and social media, to increase traffic in e-commerce, as compiled in MarketingCharts’ Mobile Milestones Brief.

While smartphone access to content beats out all other devices around the world, there is one notable exception – North America, where PCs are still more widely preferred (50% of all plays in Q4). Smartphone’s share of AVOD plays was just 36%, compared with 49% in APAC, which had the highest rate, due in part to better mobile networks in the region.

North America also had the lowest share of total mobile video plays (smartphones and tablets combined) at only 50%, compared with the overall average of 56%. And even though tablets haven’t enjoyed the steady growth in video plays that smartphones have had over the past few years, total mobile share surpassed desktop share in the region toward the end of Q1 in 2016.

About the Data: Ooyala reported on the online video metrics of the vast majority of their 500+ customers, whose collective audience of hundreds of millions of viewers spans nearly every country in the world. Results are representative of global consumption and engagement trends.

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