Despite Android’s greater smartphone market share, iOS still dominates viewing in terms of smartphone video plays. Such, anyway, is the conclusion of Ooyala’s Q1 2014 Global Video Index, which shows the continued growth of mobile and tablet viewing while highlighting a trend in missed ad revenue for video publishers across all devices. The report measures the anonymized viewing habits of nearly 150 million viewers in 239 countries.
Mobile and tablet viewing represented over 21 percent of all online video plays in Q1 2014, up from 3.4 percent in Q1 2012 and just over 9 percent in Q1 2013. With a year-over-year increase of 532 percent since 2012, mobile and tablet video consumption is clearly becoming mandatory for any company in the video business.
The report shows that this trend is even greater outside of the US Ooyala’s data shows that mobile plays in Europe and Latin America outpaced mobile plays in North America, as a percentage of all online video plays. This growth underscores the need for broadcasters and publishers to prioritize mobile strategies, and demonstrates the burgeoning opportunity for advertisers to reach device-specific audiences anywhere, on a massive scale.
Other highlights from the index included the fact that the majority of plays on tablets were short-form videos, while viewers clocked 48 percent of their overall viewing time watching videos of 30 minutes or more. Meanwhile viewing time of live video on connected TVs was more than 11 times more than video-on-demand (VOD) content, and tablet viewers spent more than three quarters of their time (77 percent) watching videos of at least ten minutes in length.
“The statistics in our Global Video Index continue to affirm our belief that mobile is in large part the future of video and TV consumption. We see the acceleration of mobile video consumption happening globally, as consumers in every region adopt mobile and tablet video faster, and interact with it longer,” comments Jay Fulcher, chief executive officer at Ooyala. “These insights validate the tremendous opportunity for broadcasters and publishers to tap into additional multiscreen revenue streams, grow and maintain loyal audiences across all devices, and build a fundamentally better video business.”
iOS has historically dominated the market for online video plays, though Android is catching up. According to IDC, worldwide Android device shipments reached 226 million units in Q4 2013, compared to 51 million iOS units. With Android’s growing footprint, and better tools for supporting video playback across the Android ecosystem, Android is gaining momentum as a video device. In some regions it beat iOS, in terms of the number of videos streamed on each platform.