Thursday, October 8, 2015, 10:39 AM ET|Posted by Will Richmond
More evidence today that viewers are turning to their mobile devices to watch online video. However, it appears that monetization is lagging.
A new report from JW Player finds that 36% of viewing is done on mobile devices (30% on smartphones and 6% on tablets). Despite this, JW found that just 10% of video ads are delivered in an HTML5 mobile-compatible format. JW believes the key issue is that 60% of ads are delivered using VPAID, which is Flash-only and not supported on iOS devices.
As one point of comparison on mobile usage, JW’s mobile consumption is actually a little lower than what Ooyala shared in its last report. Ooyala found that 44% of viewing occurred on mobile devices, with the vast majority on smartphones as well. Tablet viewership seems to have peaked in late ’14 / early ’15 according to both JW and Ooyala, which have seen viewership declines since.
JW also found that for desktop viewing, Chrome dominates, with 57% share, followed by Safari (11%), IE/Edge (10%), Firefox (9%) and others. With such a heavy concentration, JW recommends content providers focus development on these browsers.
JW also shared ad-blocking data by various countries. Germany had by far the highest rate of ad-blocking (26%) while the U.S. and Brazil had the lowest (8%). Ad-blocking was one of the most prevalent themes at Advertising Week last week.
Among video ad servers seen in the JW network, Google’s DART share (35%) eclipsed Facebook’s LiveRail (24%) in July, ’15 for the first time, with SpotX (11%), Optimatic (8%) and Adap.tv (7%) following.
JW’s “Trends in Online Video Report” is based on 1.2 billion unique users who watched videos on properties where the video is powered by JW Player. 80% of these viewers are located outside the U.S. The full report can be accessed here.
Companies: JW Player
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