Mobile audiences matter most for vid consumption/ ad growth

Source: Ooyala

Source: Ooyala

The new Q1 2015 Global Video Index, published today by Telstra-owned Ooyala, reveals that mobile devices have constituted up to 42% of all online viewing during the quarter.

In particular, smartphones are driving the majority of mobile viewing growth, receiving four times more plays than tablets during the quarter. The report also shows TV broadcasters, compared to publishers and brands, lead the trend with more than half of all views on mobile devices, and illustrates how more video advertising is also shifting from PCs to mobile devices.

In addition, the report highlights the profitability potential to build content strategies around mobile as it continues to grow more rapidly than any other viewing option. In Q1 2015, plays on tablets and smartphones together increased more than 24 percent, 100 percent since Q1 2014 and a stunning 367 percent increase over the past two years.

Of note, TV broadcasters are deemed as the most savvy, taking advantage of the revenue potential tied to mobile viewing. Regarding advertising, when an ad starts on a tablet for broadcasters the viewer completes the ad 89 percent of the time, while smartphone users complete ads 79 percent of the time. Further, in Q1, TV broadcasters saw 53 percent of their content plays on mobile devices, compared to 31 percent for publishers and for brands.

The growth of mobile and tablets this quarter supports the prediction that viewing will make up 50 percent of all online viewing before the end of 2015.



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