The first quarterly JW Trends in Online Video report, looking at consumption across six continents, has revealed video time watched per person is highest in Europe.
The data revealed that digital video content publishers represent a truly global community, with more than four-fifths of the JW Player's publisher streams delivered to viewers outside of the United States. Indeed more than three-quarters of international viewing across 193 countries is concentrated among audiences in the United Kingdom, Germany, France, Italy, Spain, China, Brazil, Thailand, Russia, Turkey, Mexico, Canada and Japan.
Video time watched per person was found to be highest in Europe, averaging 34 minutes per viewer, followed by 32 minutes in North America, 30 minutes in Asia and 14 minutes in Africa. JW Player calculated that this average time watched for video in or around 30 minutes per month on its player equates to approximately 5% of all online video watched in the US. Outside of the US, Spanish, German, Chinese and Japanese audiences watched the most minutes of video while Canadian, British and German viewers played the most video streams.
Looking at how people watched video, JW found that tablet users watched the most video per month (40 minutes), followed by desktop (30 minutes), and mobile phones (20 minutes). However, the company noted that the growing trend toward larger phones could quickly increase viewing time on these devices.
Progressive video file downloads on the Web comprise more than 60% of plays (MP4 format) but streaming was found to be growing fast at around a quarter of plays. Adaptive streaming constituted significant usage for both Apple HLS and Adobe HDS. Google Chrome dominated video delivery on desktop browsers and Apple's Safari dominates video on tablet browsers, while the two remain head to head for video on mobile devices.
Yet in terms of monetisation, the English-language markets flexed their considerable and long-standing muscle. Relative to the United States, the UK and Canada, online video monetisation was considerably smaller in Europe and Asia. In the US, preliminary data indicated approximately 20 video ads (ten minutes) per hour are watched vs. four video ads (two minutes) per hour watched in Europe.
In its report JW also calculated that video ads per unit time per continent correlate with market data showing video ad monetisation per online user was $14.50 in the US cored with a dollar equivalent of $2.50 in Europe. JW also observed that in the US, broadcast TV runs at 16 minutes of ads per hour watched, much greater than online video thus highlighting the opportunity to monetise video even more in the US and abroad.