Latin America. Ooyala published its Global Video Index report for the last quarter of 2016 and it reflects that mobile devices are the ones that monopolize the most views for AVOD (Advertising Video on Demand), global services under the advertising model.
It also shows variations in consumption habits by device and region, and continues to monitor the upward trajectory of mobile as the primary device for video consumption.
AVOD Global Services: Mobile Devices Expire
The report analyzes data from AVOD customers with sports, news and entertainment content across regions. The results show that, on a global scale, mobile devices (sum of smartphones and tablets) accumulate 56% of views.
Smartphones concentrate the bulk of this figure, with 45%, a figure slightly higher than that of desktop computers. Tablets account for 11% of views. Regionally the breakdown is as follows:
In Asia-Pacific (APAC) mobile views on AVOD are slightly above average, at 58%.
The Europe, Middle East and Africa (EMEA) region has the highest data of mobile views in AVOD, with 60%, and tablets agglutinate the highest percentage of consumption of all regions, with 12%.
In Latin America, mobile consumption in AVOD represents 56%.
In North America, AVOD views from mobile devices are the lowest, at 50% (6% less than average and 10% less than EMEA). This is due, in part, to the maturity of the market and also to the fact that users are increasingly using connected devices such as connected TVs or Smart TVs.
Long-form views and content increase on mobile devices
In the last quarter of 2016, mobile views accounted for 54% of online video consumption, up from 46% the previous year. In fact, in November mobile devices accounted for 56% of all views and in December it grew to 58%. Based on this growth, Ooyala expects the figure to reach 60% during the first quarter of 2017.
The consumption of long-form video from mobile devices also continues to grow. Connected TVs and tablets remain the most chosen platforms for consumption, with 96% and 65% respectively. However, mobile devices are no longer used solely for short videos. Long-form content accounted for 47% of mobile views in the fourth quarter of the year, surpassing short video, which accounted for 40% of views. Therefore, content providers must design their strategy focusing on mobile, since it is positioned as a protagonist device to view longer videos.
"We have witnessed a steady increase in premium subscriptions and content under the advertising model becoming over the top, and consumers are deciding which of them will be the winner. Based on data and customer feedback, we see that the TV model is evolving into a hybrid model that integrates SVOD and AVOD accessible from any device," said Jim O'Neill, Ooyala Principal Analyst and Strategic Media Consultant. "The result is that the television of the future will be nothing like the traditional television we grew up with."
Other highlights from the Video Index Report:
- In APAC, the data for viewing short videos from desktop computers is 28% higher than the world average.
- In Latin America, the number of views of long-form videos from tablets is 19% higher than in the rest of the world.
- Publishers have seen an increase in mid-roll prints on mobile devices, a figure that has grown from 30% in the third quarter of the year to 48% in the last quarter.
- TV stations have witnessed a mid-roll ad completion rate of 96% across devices, while publishers experienced a decline from 84% to 78% this quarter.
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