The second quarter of 2014 saw continued growth and evolution in the digital television market, with almost 40% of UK ad views coming on smartphones, tablets or over-the-top (OTT) devices, according to the latest Video Monetisation Report from FreeWheel.
The latest report, which explores trends in the digital TV industry, revealed that video views and ad views were both up 28% year on year (YoY), while there was 201% YoY growth in live ad views, driven by strong growth in sports streaming as well as entertainment and news simulcasts.
According to the research, almost a quarter of monetisation in Q2 came outside of desktop and laptop computers. While desktop and laptop monetisation dropped slightly, smartphones, tablets and OTT devices all grew over 20% YoY.
OTT devices saw particularly significant growth in monetisation, spiking 236% YoY, while mobile ad views grew 93%. Along with tablets, these devices now account for 24% of all ad views.
While there was growth throughout the OTT landscape, streaming set-top boxes and dongles more than tripled in size, now accounting for 67% of OTT ad views.
The report found that TV habits are most closely replicated on tablet and OTT devices, where 63% and 70% of ad views come from long-form and live content.
Desktop computers, laptops and smartphones were found to be used for shorter content: 69% of desktop and laptop ad views and 65% of smartphone ad views are on content under 20 minutes in duration.
