Mobile video continues to gain importance for publishers as smartphone and tablet consumption grows, according to new research from Ooyala.
The Q1 2014 Global Video Index revealed that in the first quarter of 2014, mobile and tablet viewing accounted for 21% of all online video plays, up from 3.4% in Q1 2012 and 9% in Q1 2013. Since 2012, mobile and tablet viewing has increased 532% year on year.
While the majority of plays on tablets were short-form videos, viewers clocked 48% of their overall viewing time watching videos of 30 minutes or more. Viewing time of live video on connected TVs was 11 times more than on-demand content.
The data also found that despite Android’s greater smartphone market share, iOS continues to dominate viewing in terms of smartphone video plays.
The Asia-Pacific region was found to be overwhelmingly Apple-centric, with 82% of video views occurring on iOS devices. In North America, iOS-based phones dominate video viewing with a 60% share, while in Europe mobile video viewing was fairly evenly split, with 55% using iOS compared to 45% using Android.
Android earned higher views over iOS in Latin America, representing 53% of smartphone plays, with other Android-centric countries including India, Spain and France.
“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,” said Jay Fulcher, chief executive officer at Ooyala.
“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.
“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.”
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