The proportion of video plays started on mobile devices topped 60% globally for the first time in the fourth quarter of 2017, according to Ooyala’s latest Global Video Index Report.
Notably, smartphone views were more than three times that of tablets, according to Ooyala, debunking the traditional wisdom that users prefer using tablets to watch video.
Ultimately, mobile video plays could soon reach a 70% market share, driven by more premium sports assets moving online, says Ooyala.
When it comes to engagement on mobile video, the EMEA (Europe/Middle East/Africa) region had the greatest level of engagement at 63.5%. Elsewhere, North America saw a jump of 11% from Q4 2016, though it stills lag most of the rest of world at 57.6%.
“The primary screen is definitely shifting. All devices are not equal for video viewing,” said Jim O’Neill, Ooyala principal analyst. “Consumers are as comfortable watching a sporting event, TV show or movie on a smartphone as they are on a connected TV, but not on their PC or tablet.”
Across all measured devices, Ooyala says that viewing time for medium and long-form content grew to over 50% of all content, continuing a trend first observed in 2017. The figures for short-form content was essentially flat year-over-year on smartphones, tablets and connected TVs – except for PCs devices.
On PCs, the proportion of time spent watching long-form content dropped to just 37% in Q4, the lowest since Q1 2016. On the other hand, time spent watching short-form content on PCs climbed to 50%, the most of any device.
Ultimately, Ooyala notes that the growth of digital video content will drive viewing off TV. However, the firm warned that content providers and distributors will need to keep an eye on quality of experience.
“Near-instant start-up, consistent video stream quality and uninterrupted delivery – without any buffering – will be critical to end-user experience,” said O’Neill.
Ooyala is a provider of software and services designed to assist in the production, streaming and monetizing of video content.
First published in CMO Innovation