Tuesday, March 14, 2017, 11:31 AM ET|Posted by Will Richmond
Mobile accounted for 54% of video views globally in Q4 ’16, up from 46% in Q4 ’15, according to Ooyala’s latest Global Video Index, which tracks hundreds of millions viewers from its 500+ customers around the world. Underscoring mobile’s fast adoption, mobile views were 17% as recently as 2013; Ooyala projects mobile in Q1 ’17 will hit nearly 60% of views, a nearly 4x increase.
As always, smartphones accounted for the lion’s share of overall mobile viewing and in Q4 ’16, they also accounted for virtually all of mobile’s growth. In Q4, smartphones racked up 47% of views, with the remainder on tablets. While smartphones’ share grew by 8 percentage points just in 2016, tablets lost almost a percentage point.
Ooyala also broke out mobile video consumption of advertising-supported video-on-demand content and found mobile’s share to be slightly higher, at 56%. While mobile video consumption of AVOD was up in all geographies, EMEA had the highest level, at almost 60% (with 47% on smartphones), while North America had the lowest at just under 50%.
There’s nothing surprising about these mobile video trends and yet lots more growth is almost certainly still ahead, particularly here in the U.S., for many reasons: the advent of unlimited data plans by all the major wireless carriers, those carriers increasingly using video services promotions as bait to lure new subscribers and retain existing ones, the pending entry of Comcast and Charter in wireless which will surely “zero-rate” their multichannel services as Verizon just did with Fios TV, social media companies’ (Facebook, Snapchat, Instagram, Twitter, etc.) emphasis on video and last but not least, the release of the iPhone 8 later this year, which will be optimized for video.
Aside from mobile, Ooyala also found that connected TV are also gaining an important place in viewers’ “new living rooms” with 96% of time watched on CTVs long-form content. That compared with 65% for tablets and 47% for smartphones. Desktops continue to have a foothold in long-form with over 50% of their views being long-form.
The report also noted the ongoing dominance of pre-roll ads, with their impressions rising to 47% in Q4 ’16 from 44% in Q3 ’16. Desktops declined the most, dropping from 44% of impressions to 39%. Pre-roll completion rates for Ooyala’s broadcast customers stayed high across devices: CTVs (92%), Desktops (89%), tablets (88%) and smartphones (85%). However, the pre-roll completion rate for publishers on CTV suffered a big decline (down from 85% to 76%), with all other devices roughly flat for publishers’ pre-rolls.
There’s a lot more interesting data in the Global Video Index, which is available for complimentary download here.
Categories: Mobile Video
Related Research Coverage
- Ooyala: Mobile Now Accounts for Over Half of Video Views, Up 10x in 4 Years
- VideoNuze Podcast #340: Mobile Video Soars, With Big Changes Ahead in 2017
- As the iPhone Turns 10, Here Are 7 Reasons Mobile Video Is At A Tipping Point
- Here Are The Big Risks For Facebook As It Pursues A "Video-First" Strategy
- Cisco: Video to Account for 78% of Mobile Traffic by 2021
- Verizon’s New Unlimited Data Plan Further Boosts Mobile Video
Video Research Around the Web
- U.S. Homes Adding SVOD Services Falls To 3.9% in 2Q, Kantar Reports B&C
- As streaming surges globally, Roku is falling behind abroad Protocol
- World-Wide Streaming Subscriptions Pass One Billion During Pandemic WSJ
- Cable Now Controls Nearly 70% of U.S. Fixed Broadband After Biggest Year Since 2008 Next TV
- Cord Cutting’s Worst Year Ever: Analyst B&C
- Disney Plus Will Surpass Netflix in Customers by 2026, Research Company Says Next TV
- Tubi Says Streaming Rose 58% In 2020, With Half Of Viewers Younger Than 35 Deadline
- U.S. SVOD Revenue Spiked 39% in Q3 to $5.5 Billion Next TV