Long-form video content (longer than ten minutes in length) accounted for over half of the video content consumed in the first quarter of this year, according to UK firm Ooyala, a provider of personalised video experiences across all screens.
The findings, taken from Ooyala’s footprint of nearly 200 million monthly viewers worldwide, reveal dramatically increased viewer engagement across Web-connected devices; more time spent online with premium, long-form entertainment; and evolving time-of-day and day-of-week consumption patterns across mobile and tablet devices.
Viewers around the world are spending more time than ever watching full-length TV shows, feature films and sporting events, while time viewed in short bursts is decreasing as a percentage of overall consumption, according to Ooyala.
“There is a fundamental shift in the way people are viewing television,” said Jay Fulcher, CEO of Ooyala. “Consumers now have the power to choose their own prime time. The spike in tablet and smartphone viewing during weekend nights and commutes shows how the living room experience is fragmenting across devices. Smart publishers and advertisers can use analytics like those Ooyala provides to understand which revenue strategies work best as these trends continue to evolve.”
Viewers on connected TVs were found to watch nearly a third more video between 4pm and 11pm on Saturdays than on a typical weekday evening, while the amount of video watched on tablets jumped 26% on an annual basis following the launch last March of iPad 2. iPads are believed to account for 95% of tablet video viewing.