Mobile devices attract the most viewers in global AVOD services

Ooyala's latest report reveals that mobile views account for 54% and are expected to grow to 60% in the first quarter of 2017.

They spread it In its Global Video Index report corresponding to the last quarter of 2016, it reflects that mobile devices are the ones that receive the most views for AVOD, global services under an 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.

The report analyzes data from AVOD customers with content related to sports, news and entertainment in different regions. The results show that, on a global scale, mobile devices (sum of smartphones and tablets) accumulate 56% of views. Smartphones account for the bulk of this figure, with 45%, a figure slightly higher than that of desktop computers. Tablets account for 11% of views.

Regionalization

By region, in APAC mobile views on AVOD are slightly above average, at 58%.

EMEA has the highest mobile viewing data in AVOD, with 60%, and tablets account for the highest percentage of consumption of all regions, with 12%.

For its part, in Latin America mobile consumption in AVOD represents 56% while in North America AVOD views from mobile devices are the lowest, at 50% (6% less than the 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 more connected devices, more specifically, connected televisions or Smart TVs.

Long-term content

In the last quarter of 2016, mobile views accounted for 54% of online video views, when the figure was 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.

Long-form video consumption on mobile devices also continues to grow. Connected TVs and tablets continue to be the most chosen platforms for consumption, with 96 and 65% respectively. However, mobile devices are no longer used only 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 phones, since it is positioned as a leading device for viewing longer videos.

Jim O'Neill, Ooyala Principal Analyst and Strategic Media Consultant, emphasizes that "we have witnessed a sustained increase in premium subscriptions and content under an 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 towards a hybrid model that integrates SVOD and AVOD accessible from any device. The result is that the television of the future will not be anything like the traditional television with which “We grew.”

Video duration

The Ooyala report draws attention to the APAC territory where viewing of short videos from desktop computers is 28% higher than the global average.

In Latin America, the number of long-term video views from tablets is 19% higher than in the rest of the world.

On the other hand, Ooyala highlights in its study that publishers have seen an increase in mid-roll impressions on mobile devices, a figure that has grown from 30% in the third quarter of the year to 48% in the last quarter.

Finally, broadcasters witnessed a mid-roll ad completion rate of 96% across all devices, while publishers saw a decline from 84% to 78% this quarter.