Wednesday, June 18, 2014, 10:21 AM ET|Posted by Will Richmond
More evidence this morning about mobile video's surging adoption: in its Q1 2014 Global Video Index, Ooyala found that 21.5% of all online video views occurred on mobile phones and tablets, up from just 3.4% in Q1 2012. In addition, in Ooyala's prior Q4 2013 report, it predicted that by end of 2015, 37% of all video viewing will be on mobile devices, and by the end of 2016 it would be up to half.
For mobile phone viewing specifically, Apple devices dominated with 64% share of all viewing globally, breaking down as follows: 82% share in Asia-Pacific, 60% in North America and 55% in Europe/Middle East. Only in Latin America did Android get more share, with 53%.
While the majority of video plays across all devices remains short-form, 10 minutes or less, when it comes to the actual time spent viewing, longer-form is gaining ground. For example, for connected TVs, 61% of viewing time was with videos 30 minutes or longer with 39% of sessions an hour or more. For tablets, 30 minute+ viewing sessions occurred 48% of the time, for mobile phones it was 35% and for desktops it was 34%.
Ooyala also noted increases in live viewing vs. VOD. Across all devices viewing time of live video was a multiple of VOD: 11x on connected TVs, 13x on desktops, 3x on tablets and nearly 2x on mobile phones. The report didn't specifically state this, but no doubt the live viewing levels are completely driven by live streaming of sports events. And despite the advantage in time spent viewing for live, no doubt the majority of video plays are still on demand.
The Global Video Index report draws from 150 million viewers in 239 countries. The report is available for complimentary download.
(Note: at next week's VideoNuze Online Video Advertising Summit, one of our highlight sessions will be "Keeping Up with Mobile Video's Surging Adoption." Executives from Maker Studios, Brightcove, Sizmek and Newsy will delve into how well content providers are capitalizing on the massive shift to mobile viewing.)
Note also - this post's title was updated to clarify the increase in mobile views from 3.4% to 21.5% was globally, not just in the U.S.
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