- Category: June 2018 - Mobile & Video Marketing
Ooyala, a provider of software and solutions that optimize the production, distribution and monetization of media, just presented its Q1 2018 Global Video Index Report. For more than 10 years the company is at the forefront of shaping the OTT and media workflow revolutions as a leading expert in its field.
The latest report reveals that mobile video consumption continues to rise but growth stabilized in Q1 2018 and total video plays increased during the quarter just 1.8% from the prior year. The increase was one of the smallest in 14 quarters and marked at the same time 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.
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 any screen, anytime.at the device at hand. The traditional barriers to multiscreen viewing -- the amount of available premium content, the cost of service and the quality of experience -- all have fallen”, Jim O'Neill, Ooyala principal analyst explained.
The Asia-Pacific region 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, Ooyala found out, reaching nearly three times the amount processed the year before.
- 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 said. “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 Ooyala Q1 Video Index report can be found here.