Mobile reigns supreme for video viewing | Mobile | News | Rapid TV News
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Mobile devices attract the most video views for advertising video-on-demand (AVOD) services with global distribution, according to Ooyala’s Q4 2016 Global Video Index.

Ooyala 7 April 2016Ooyala found that globally, mobile devices, including both smartphones and tablets, represent 56% of all AVOD video views. Smartphones make up the bulk of AVOD consumption at 45%, slightly usurping desktops at 44%, with tablets taking the remaining 11%.

As of Q4 2016, mobile viewing makes up 54% of total global video plays, irrespective of business model, up from 46% one year ago. For more granular growth, in November 2016, mobile devices hit 56% of all video views, and in December it grew to an impressive 58%. Based on this growth, Ooyala expects nearly 60% of all video views to be on mobile devices by Q1 2017.

Long-form content continues to grow on mobile devices as well. While connected TV and tablets continue to be the platform of choice for long-form content, 96% and 65% respectively, mobile devices are no longer for short-form video only. Long-form content made up 47% of all mobile plays in Q4, outpacing short-form video plays at 40%. Content providers must tailor their strategy around mobile, particularly as it becomes a go-to device for longer videos.

On the ad front, publishers saw a rise in mid-roll impressions on mobile devices, increasing from 30% in Q3 to 48% in Q4; and, broadcasters see a near 96% mid-roll ad completion rate across all devices while publishers saw mid-roll ad completion rates drop from 84% to 78% in Q4 2016.

Regionally, the study finds that mobile AVOD viewing trends are slightly higher in Asia than the global average at 58%. Short-form desktop viewing is also 28% higher than the world average.

EMEA meanwhile sees the highest mobile AVOD viewing at nearly 60%, with tablets having the highest consumption than any other region at 12%.

In Latin America, mobile represents 56% of all AVOD viewing, and long-form viewing on tablets is 19% higher in Latin America than the rest of the world. Meanwhile in North America, AVOD viewing on mobile devices lags the most at nearly 50%. That’s 6% behind the global average and nearly 10% behind EMEA. This is due in part to the maturity of the market and more users using a wider range of devices, particularly connected TV.

“We see a steady increase of premium subscription and ad-supported content coming over-the-top, and the consumer is determining which will be the winner. Based on our data and feedback from customers, we see the modern TV model evolving into one that involves both, a hybrid of SVOD and AVOD and accessible on every device,” said Ooyala principal analyst and strategic media consultant, Jim O’Neill. “The bottom line is, TV of the future will not be anything like the legacy TV market we all grew up with.”