Thursday, May 31, 2012, 9:47 AM ET|Posted by Will Richmond
There were 4 separate research studies released yesterday from important video technology providers, all pointing to continued change and growth in video viewership and monetization. Below I've shared key highlights from each, along with links to obtain the original research.
Longer viewing times - Ooyala's Q1 Video Index found that among its customers, videos longer than 10 minutes comprised more than half of the content viewed, the first time this has occurred. Ooyala believes this is due to more TV shows, movies and sporting events being watched. Ooyala also found that consumption on mobile devices is on the rise, with smartphone viewership share up 41% and tablets up 32%. No surprise, iPad viewing accounted for 95% of tablet viewing. One-third of tablet views occur in primetime on a typical weekday.
Mobile viewing isn't mobile, it's in the home - The term "mobile" always seems to imply "on the go," yet research from Tremor Video and Frank Magid found that in fact 52% of smartphone viewing actually happens in the home. Echoing Ooyala's research, Tremor/Magid found that 40% of smartphone viewing is now longer-form. Tremor/Magid also noted that 75% of viewers have interacted with online video ads, with 58% of them clicking, visiting a site/store or making a purchase.
Mobile ads perform well - Rhythm New Media released its Q1 Insights Report, once again finding that mobile ads performed well, with an 89% completion rate, compared with 68% for online, which YuMe has found. Among other things, Rhythm also sees a best practice of combining a display ad with the mobile video ad for 88% of campaigns. Viewers watch 50-175% more videos on tablets than on smartphones on a per viewer basis.
Explosion of devices and IP traffic ahead - Cisco updated its annual Visual Networking Index, projecting that by 2016 there will be 3.4 billion Internet users with 18.9 billion connected devices in use. Of this, 1.5 billion users will watch video, up from less than 800 million in 2011. By 2016 Cisco sees global IP traffic of 1.3 zettabytes (that's a whole lot of zeroes), and as always video is the big driver. Cisco expects 1.2 million video minutes will travel the Internet every second.
Video Research Around the Web
- OTT Moves Beyond ‘Early Adopter’ Phase as 45-60 Set Becomes New Battleground Multichannel News
- Streamers Make More Shows But Cancel Sooner, Study Finds The Hollywood Reporter
- vMVPD Users Definitely Not Cord Nevers - Only 15% Previously Had No Pay TV Multichannel News
- Direct Video Ad Deals Soar Mediapost
- GroupM Predicts Streaming Will Have 'Gradual' Impact On TV Advertisers Mediapost
- YouTube is Responsible for 37% of All Mobile Internet Traffic Statista
- Netflix’s Cindy Holland Says Subscribers Watch an Average of Two Hours a Day Variety
- Hulu, YouTube Snare 3 Million Customers for Live TV Bloomberg