Mobile video consumption is rapidly increasing, with 51% of all video plays now running on a mobile device, an increase of 15% from a year ago and double the number of plays recorded in 2014, according to Ooyala’s Q2 video index research.
In the past year, video plays on smartphones increased by 10%, while plays on tablets increased by just over 50%. The research showed that short-form video, which lasts up to five minutes, dominates viewing time on smartphones at 55%.
Medium-form video lasting between five and 20 minutes earns 18–20% of viewing time on smartphones, tablets and computers. Long-form video of over 20 minutes takes up almost all viewing time on set-top devices (92%) and just under half of viewing time on tablets.
The impact of churn
Additional research conducted in partnership with subscription payment specialist Vindicia unveiled that nearly 40% of customers who churn their SVoD service loyalty cited a lack of value as their main reason for leaving.
In America, 203 million people have access to at least one SVoD subscription and 90% of them would pay extra for perks, such as access to discounts or special offers. The poll also showed that over three-quarters of respondents would be happy to pay an extra $3.99 per month for perks.