M+E Connections
Ooyala: Long-Form Video Tops Usage on All Screens
Story Highlights
For the first time since it’s been tracking the data, online video tech company Ooyala is reporting that long-form video is now responsible for the majority of time spent watching video on every screen, regardless of size.
Long-form video — or any video longer than 20 minutes — represented more than 60% of time consumers spent watching video across screens, according to Ooyala’s first-quarter Global Video Index report.
“Adoption of mobile devices isn’t slowing down, and consumers are as comfortable watching long-form content on smartphones and tablets as they are short clips,” said Jim O’Neill, Ooyala principal analyst and strategic media consultant. “It’s no longer enough simply to deliver content to a mobile device. Ensuring the highest quality video, in addition to easy discovery and navigation, has become a must-have for any compelling viewing experience.
“Video providers should be prepared to make all of their content available for mobile consumption, and business strategies must embrace all screen sizes.”
Mobile viewing accounted for 57% of all video plays in in the first quarter (47% on smartphones and 10% on tablets), with mobile video consumption varying by region: in the EMEA region, mobile video represented nearly 55% of all video plays, up from 42% year over year, while in APAC mobile video plays were highest at 61%, up from 46%. In North America, mobile video plays topped just over 50%, up from 48%.
Ooyala’s report also noticed that broadcasters are taking note of the increased video plays on mobile devices, delivering 66% of mid-roll ads to mobile during the quarter.
