Importance for Publishers as Smartphone and Tablet Consumption Grows; Live and Long-Form Video Driving Growth of OTT Consumption
MOUNTAIN VIEW, CA--(Marketwired - Jun 18, 2014) - Ooyala, the leading innovator in premium video publishing, analytics and monetization, today released its Q1 2014 Global Video Index, showing the continued growth of mobile and tablet viewing and highlighting a trend in missed ad revenue for video publishers across all devices. Mobile and tablet viewing represented over 21 percent of all online video plays in Q1 2014, up from 3.4 percent in Q1 2012 and just over 9 percent in Q1 2013. With a year-over-year increase of 532 percent since 2012, mobile and tablet video consumption is clearly becoming mandatory for any company in the video business.
The report shows that this trend is even greater outside of the U.S. Ooyala's data shows that mobile plays in Europe and Latin America outpaced mobile plays in North America, as a percentage of all online video plays. This growth underscores the need for broadcasters and publishers to prioritize mobile strategies, and demonstrates the burgeoning opportunity for advertisers to reach device-specific audiences anywhere, on a massive scale.
More Highlights From Q1 2014 Global Video Index:
- Despite Android's greater smartphone market share, iOS still dominates viewing in terms of smartphone video plays
- While the majority of plays on tablets were short-form videos, viewers clocked 48 percent of their overall viewing time watching videos of 30 minutes or more
- Viewing time of live video on connected TVs was more than 11 times more than video-on-demand (VOD) content
- Tablet viewers spent more than three quarters of their time (77 percent) watching videos of at least ten minutes in length
"The statistics in our Global Video Index continue to affirm our belief that mobile is in large part the future of video and TV consumption. We see the acceleration of mobile video consumption happening globally, as consumers in every region adopt mobile and tablet video faster, and interact with it longer," said Jay Fulcher, chief executive officer at Ooyala. "These insights validate the tremendous opportunity for broadcasters and publishers to tap into additional multiscreen revenue streams, grow and maintain loyal audiences across all devices, and build a fundamentally better video business."
iOS Still Prevails In Smartphone Video, but Android Is Catching Up
iOS has historically dominated the market for online video plays, though Android is catching up. According to IDC, worldwide Android device shipments reached 226 million units in Q4 2013, compared to 51 million iOS units. With Android's growing footprint, and better tools for supporting video playback across the Android ecosystem, Android is gaining momentum as a video device. In some regions it beat iOS, in terms of the number of videos streamed on each platform.
Ooyala data comparing mobile video consumption across geographies shows that the Asia-Pacific region is overwhelmingly Apple-centric, with 82 percent of video views occurring on iOS devices. In North America, iOS-based phones dominate video viewing with a 60 percent share. In Europe, viewers prefer iOS just slightly, with 55 percent compared to 45 percent for Android. Android earned higher views over iOS in Latin America, representing 53 percent of smartphone plays. Countries where Android won out over iOS include Malaysia (64 percent), India (79 percent), and Pakistan (81 percent), as well as Spain and France where Android took 69 percent and 59 percent of the overall mobile views during the quarter, respectively.
About Ooyala's Global Index Report
Ooyala's Global Video Index report measures the anonymized viewing habits of nearly 150 million viewers in 239 countries. Ooyala processes billions of video analytics events each day that provide granular insights into how people engage with online video across all web-connected devices. The company's industry-leading analytics technology and real-time Big Data architecture help media companies, broadcasters, service providers and brands earn more money with mobile, multi-screen video.
Ooyala delivers personalized video experiences across all screens and is a leader in online video management, publishing, analytics and monetization. Ooyala's integrated suite of technologies and services gives content owners the power to expand audiences through deep insights that drive increased viewer engagement and revenue from video. Companies using Ooyala technology include Foxtel, Telstra, Univision, ESPN, Pac-12 Enterprises, Bloomberg, Telegraph Media Group, Telefonica, The North Face, Rolling Stone, Dell, Sephora and Yahoo! Japan. Headquartered in Mountain View, California, Ooyala has offices in New York City, London, Sydney, Tokyo and Guadalajara, Mexico. The company works with premier reseller and technology partners throughout the Americas, Europe, Africa, Japan and the Asia-Pacific region. For more information, visitwww.ooyala.com.