It’s true that mobile video remains only a small fraction of total TV consumption, but smartphones and tablets are eating up a larger share of online video viewing, per the latest report [download page] from Ooyala. During Q1, these devices acccounted for more than 10% of online video consumption, with tablets finishing up the quarter at 5.7% share and smartphones at 4.5% share. Just 6 months ago, Ooyala was trumpeting the combined figure having crossed the 5% threshold. With more than half of smartphone and tablet video viewing time spent with long-form videos (more than 10 minutes), it’s clear that viewers are comfortable watching premium video on their devices.
In fact, smartphone long-form viewing grew by 29% year-over-year in Q1, from 41% to 53% share of consumption.
Tablet viewers in particular seem content to watch long-form content, with roughly one-quarter of viewing time spent with content more than 1 hour in length. That was the highest proportion of any of the devices measured, ahead of connected TVs and gaming consoles (CTV & GC; 23.5%), smartphones (18.1%) and desktops (12.4%).
- In Q1, as in earlier quarters, CTV & GC and tablet viewers again demonstrated the highest engagement rates. The 100% completion rate was 47.2% for CTV & GC viewers, 41.5% for tablet viewers, 38.3% for desktop viewers, and 33.4% for smartphone viewers.
- Live video viewing for content such as live news, sports and special events averaged 40 minutes per play.
- Compared to video-on-demand (VOD), live video viewing garnered significantly higher consumption from online viewers. Desktop viewers watched live video 13 times longer than VOD, CTV & GC viewers 9 times longer, tablet viewers 4 times longer, and smartphone viewers 3 times longer.
About the Data: The data sample used in the report covers the first quarter of 2013, from January 1 through March 31. All data was taken from an anonymous cross-section of Ooyala’s global customer and partner database””an array of broadcasters, studios, cable operators, print publications, online media companies and consumer brands.
These firms broadcast video to over 130 different countries from more than 6,000 unique domains. Nearly 200 million unique viewers watch an Ooyala-powered video every month.
This data sample is not intended to represent the entire internet, or all online video viewers.