Analysis for 'Xbox'
Wednesday, September 11, 2013, 10:31 AM ET|Posted by Will Richmond
There was an eye-opening data point in VEVO's viewership report for the first half of 2013, published this week: 50% of its U.S. video views now come from mobile, tablet and connected TV devices. In fact, in an interview on Bloomberg in late August (see below), VEVO CEO Rio Caraeff said non-desktop U.S. views are now over 500 million per month, more than half of its approximately 1 billion U.S. monthly views. He also characterized non-desktop as the fastest growing part of VEVO's business.
The 50% non-desktop number is the highest I've seen disclosed by any online video content provider. Over the past year, when I've informally asked content providers about mobile/connected TV views, I've typically heard 25%-30%. By comparison, YouTube (note, VEVO is the largest partner) says on its site that mobile is 25% of its global watch time.
Video Research Around the Web
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- Cable Now Controls Nearly 70% of U.S. Fixed Broadband After Biggest Year Since 2008 Next TV
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- 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
- What Are Consumers Willing To Pay For Ad-Free TV Content? Mediapost