Mobile video consumption is growing but stabilizing: Ooyala

ooyala
Image credit: bannosuke / Shutterstock.com

Video consumption on mobile devices stabilized in Q1 2018 at nearly three of every five videos watched, while media companies created and processed nearly three times as much video content in the same period year on year, according to the latest Ooyala Global Video Index.

Mobile video consumption continues is still rising, but growth stabilized in Q1 2018, with total video plays increasing just 1.8% year on year, the report says. The increase was one of the smallest in 14 quarters, and also marked the first quarter-over-quarter decline in mobile’s share of plays at nearly 4.6%.

Nevertheless, consumption on mobile devices of long-form video – defined as more than 20 minutes in length – continues to thrive, the study finds. On smartphones, for example, 20-to-40-minute long videos were viewed to completion 57% of the time, while videos exceeding 40 minutes (ultra-long form) were viewed to completion more than 45% of the time, the Ooyala study found.

On other devices, Ooyala found:

  • Viewers watched long-form content (20-40 mins.) to completion 61% on tablets and 71% on PCs
  • Viewers watched ultra-long form content (40+ mins.) to completion 51% tablets and 59% PCs.

“Consumers are becoming far more comfortable watching any content on every screen than they’ve ever been,” said Ooyala principal analyst Jim O’Neill. “The traditional barriers to multiscreen viewing – the amount of available premium content, the cost of service and the quality of experience – all have fallen. The first screen for viewing truly has become the screen that’s most available to the viewer at the moment.”

According to the regional breakdowns,Latin America (LatAm) saw significant quarter-over-quarter gains in mobile’s share of video plays, despite declines in Europe/Middle East/Africa (EMEA) and North America.

In North America, mobile video plays were still up 9% from a year ago and 18% over the past two years, accounting for 56.6% of all video plays in Q1 2018. Asia-Pac saw the share of video plays on mobile devices hit 60.7%, up from 52.3% a year ago.

While OTT services more than doubled their hours of content offerings in Q4 2017, even more content was created in Q1 2018 – reaching nearly three times the amount processed the year before.

Specifically:

  • Long-form content (longer than 20 minutes) jumped 189%
  • Medium-form content (5-20 minutes) was up 171%
  • Short-form (shorter than 5 minutes) grew 178%.

“Mobile video content is coming from an expanding universe of creators and distributors across sports, news, entertainment and enterprise,” O’Neill explained. “They understand that mobile needs to be a pillar of any content provider’s streaming video strategy. Ignore mobile, or allow lower-quality standards for your video stream, and you’re likely to lose a significant portion of your business.”

The full index can be found here.

Likes
Please feel free to share

Be the first to comment

What do you think?

This site uses Akismet to reduce spam. Learn how your comment data is processed.