Wednesday, October 22, 2014, 8:18 AM ET|Posted by Will Richmond
Adobe's Q2 '14 U.S. Digital Video Benchmark report has found that global online video starts hit 38.2 billion, a 43% increase vs. Q2 '13 and a new record among Adobe customers. Q2 was fueled in part by the heavily streamed World Cup matches in June. Mobile continued to experience strong growth too, with 26% of starts occurring on mobile devices, up from 19% a year earlier. Smartphones notched 13.6% of starts vs. 13% for tablets, the first time smartphones have pulled ahead. However, just 16.6% of mobile videos reached 75% completion.
Monetization continued to improve as well, with viewers seeing a little over 2 ads per video start, up 26% vs. 2013. Online sports experienced 2.25 ads per start vs. non-sports at 1.36 ads per start.
Meanwhile, authenticated TV Everywhere views jumped by 388% year-over-year, helped by an even bigger spike in June, again related to World Cup viewing. Unique visitors increased by 146%, though Adobe noted that both April and May, 2014 which were not "sports heavy" months actually experienced a decline in authentications.
Substantiating the mobile video trend, more than half (51%) of authenticated views occurred via iOS apps (up from 48% share a year earlier), with Android growing to 20% share from 16% a year earlier. Browsers suffered the biggest decline, from 33% share to 19%. Game consoles more than tripled their share from 3% to 10%.
Also noteworthy was that authenticated viewing of movies increased by 125%, to an average of 4.5 movies per month from 2 per month in 2013, eclipsing sports for the first time (4.1 events per month, up from 3.2 events per month in 2013). TV shows still lead all content types (increasing from 5.6 episodes per month from 3.2 episodes per month in 2013).
The full report is available for complimentary download.
Separate, Adobe and Nielsen also announced a joint initiative to build a cross-platform measurement system for online TV, video and other digital content across the web and apps. It will integrate Nielsen ratings data with Adobe Analytics and Adobe Primetime. The goal to enable content providers to better monetize their inventory and advertisers to optimize their campaigns.
Categories: TV Everywhere
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