Mobile and tablet video plays have more than doubled year on year, increasing 133% from September 2012 to September 2013, according to new research from Ooyala.
Ooyala’s Q3 2013 Global Video Index – which measures billions of video analytics events each day to reveal distinct patterns in how viewers consume video across devices – shows that as more premium, long-form content becomes available online, consumers are increasingly turning to mobile phones and tablets as first screen devices.
In the third quarter, mobile and tablet video viewers spend almost 60% of their total viewing time watching premium, long-form content running more than 10 minutes.
Tablet TV viewers spend 25% of their viewing time watching videos more than 60 minutes long, while connected TV viewers spent almost one third of their time watching videos longer than an hour.
Additionally, the research found that live video continues to dominate video on-demand. In Q3, PC viewers watched live video for 30 minutes on average per play – 11 times longer than VOD.
Audiences on Smart TVs, gaming consoles and set-top boxes watched live video nine times longer than on-demand, for an average of 46 minutes per play.
“Data is key for companies transitioning to digital TV,” said Jay Fulcher, chief executive officer of Ooyala.
“Our video analytics help customers navigate the increasingly complex and fragmented TV landscape. Some of the most successful broadcasters, media companies and enterprises rely on these insights to build bigger audiences and monetise their video content across all screens.”
