Mexico. Ooyala released its 2017 Global Video Index, which reveals that video consumption on mobile devices remained virtually stable in the second quarter of 2017. This quarter's report also records global variations in video consumption, including increased Q/Q growth for tablet viewing, mobile growth in global markets, as well as emerging trends in online video advertising.
Long-lasting video consumption continues with mobile migration
For the second consecutive quarter, long-form content (over 20 minutes) takes up most of the time spent watching videos on all screen sizes, with mobile devices being the preferred platform between 2.4 and 3.3 times more than personal computers.
Much of this is due to the increasing amount of premium content that services are making available to all devices. As content becomes more prevalent, an increasing number of users—across all demographics—are comfortable watching long-form content, on both large and small screens. They're seeing more and more content in general.
By device, data found for long-form content:
● 96% of all time is spent watching videos on connected TVs, down from 98% in the previous quarter;
● 82% on tablets, also a little over 81% in the first quarter;
● 53% on computers, up from 65% in the first quarter;
● 53% on smartphones, down slightly from 55% in the first quarter.
Global video consumption
Mobile viewing continues to be a major factor in OTT growth, Ooyala found that mobile views are dominant in all regions, with Asia Pacific accounting for nearly three-quarters of all views at 72%, the highest in the world, a 21.9% variation in consumption over North American viewers. EMEA at 12.6% and Asia Pacific at 14.1% saw the highest percentage of tablet views.
Regionally, the study finds:
● In EMEA, mobile views account for 57.7% of all video views, up from just 54.1% in the first quarter;
● In North America, mobile accounts for just over half of all video games; for the fourth consecutive quarter;
● In APAC, 72% of all video views are made on mobile, up from 61% in the first quarter;
● In Latam, mobile views exceeded 56%. After consecutive quarters of share in mobile views increased by 7.5% in the fourth quarter of 2016 and 8.4% in the first quarter of 2017, mobile this quarter grew by only 0.1%
"Today's video consumers are looking to complement or replace their traditional video entertainment sources; driving the growing amount of original content that is being pushed over the top to audiences who want it at the time and device they choose," said Ooyala, Ooyala Principal Analyst and Strategic Media Consultant, Jim O'Neill. That content increasingly needs to go out globally, to markets that often speak different languages, have different social customs, even different government regulations. Space is getting more complicated, stakes higher and the need for smart solutions more urgent.
More Q2 2017 Global Video Index Highlights:
● Mobile growth in emerging markets—specifically APAC and Latam, where mobile gaming reached 72% and 56% respectively—continue to gain access to premium content as the price of smartphones and mobile bandwidth declines;
Developed markets such as North America (50%) and EMEA (57.7%) watch mobile while keeping most videos online while Millennials turn to mobile devices first for content consumption.
