Source: FreeWheel [download page]
Notes: Desktops and laptops accounted for just 40% share of premium video ad views in Q4 2015, down from 52% a quarter earlier and falling below a majority share for the first time, reports FreeWheel. OTT devices continue to grow quickly, comprising 22% share of all video ad views, overtaking smartphones (19%).
Among OTT devices, Apple TV led with 44% share of ad views, followed by Roku (34% share).
In other study results:
- Authenticated viewing accounted for 65% of long-form and live monetization for programmers (MVPDs) in Q4, up from 56% in the year-earlier period;
- OTT devices, at 31% share, continue to represent the second-largest share of authenticated ad views, not far behind desktops and laptops (37% share);
- Overall video views grew by 32% year-over-year and video ad views by 30%, driven by live and long-form viewing (+129%);
- The entertainment category (32%) represented the largest share of ad views by content segment, followed by sports (20%) and music (12%);
- Tablets, desktops/laptops and OTT devices continue to be used primarily for long-form (20+ minutes) and live viewing, with the opposite true for smartphones;
- The average ad break length was 130 seconds (6.2 ad units) for live viewing in Q4;
- Ads served during live and long-form video skewed towards 30-second units over 15-second units, while a majority (55%) of ads served during shorter-form content were 15 seconds in length; and
- The retail vertical comprised the largest share (25%) of ad views by vertical, followed by CPG (18%) and financial services (12%).
About the Data: The dataset used for the FreeWheel reports concern the usage and monetization of professional, rights managed video content, and are comprised of over 160 billion video views in 2015. The report is released quarterly and highlights the changing dynamics of how enterprise-class content owners and distributors are monetizing professional digital video content.