Wednesday, September 16, 2015, 11:41 AM ET|Posted by Will Richmond
Ooyala has released its Q2 ’15 Global Video Index, once again highlighting the shift toward mobile video viewing. For Q2 ’15, Ooyala found that 44% of online video views occurred on mobile devices, up from 42% in Q1 ’15 and 27% in Q2 ’14. Ooyala forecasts mobile viewing will surpass 50% of online video views by the end of 2015 if not sooner.
Smartphones were once again the key driver of mobile video viewing, accounting for 8x the share of tablets. Tablet share has been trending down for at least 2 years, while smartphone viewing has surged due to rapid adoption, larger screen sizes (especially for iPhones) and higher resolution.
Ooyala found a continuing trend in terms of duration of time spent when using different devices. For videos exceeding 10 minutes, tablets and connected TVs were used about equally (57% and 53% respectively), with desktop following at 40% and smartphones at 33%. The opposite is true for short-form video (under 10 minutes) where smartphones account for 67% share, followed by desktop with 60%.
Once again, Ooyala also included select video advertising trends in Europe in the Q2 Video Index, based on 40+ broadcasters who use the Ooyala Pulse supply side platform for programmatic. Ooyala found an overall trend of broadcasters shifting their programmatic strategies from open to private marketplaces.
Ooyala found that monthly programmatic ad revenue grew 119% during Q2. Mobile ad impressions inched up to 30% from 28% a year earlier. Fill rates also grew with PCs having the highest (92%) followed by mobile phones (89%) and tablets (88%).
As always, the Video Index data is drawn from anonymized video usage from Ooyala’s 500+ customers, which includes hundreds of millions of viewers.
The full report can be downloaded here.
Categories: Mobile Video
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