Majority of streaming is now long-form content | Media Analysis | Business
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For the first time in the streaming era, long-form content represents the majority of time spent watching video on every screen.

East vs West Coast Average Daily Consumption Desktop 2017 Q1Ooyala’s Q1 2017 Global Video Index reveals that while short-form video has the greatest chance of being watched in its entirety, content greater than 20 minutes in length now represents the majority of time spent watching video across all screen sizes, at 63%.

Much of that is due to the increasing amount of premium content that services are now making available to all devices, Ooyala said. By device, the study finds long-form content now represents 98% of all time spent watching video on connected TVs, up from 83% the year before. It also represents 81% on tablets, also up notably from 51% the year before; 65% on computers, nearly doubling from a year before (35%); and 55% on smartphones, a 26% increase from Q1 2016.

As longer content becomes more prevalent, short-form is losing its dominance, particularly as larger mobile screens are now more common.

Overall, mobile viewing continues to be a major driver of OTT growth, reaching a new high of nearly 57% of all video plays in Q1 2017 with smartphones accounting for 47% of total plays and tablets the other 10%. Although mobile plays were dominant in every region, Ooyala found an 11% variance in consumption between North American viewers and more active viewers in the Asia Pacific (APAC) region; while Europe, the Middle East, and Africa (EMEA) and Latin America (LATAM) saw more than 10% year-over-year growth in mobile consumption.

In EMEA, mobile plays represent 54% of all video plays, up from just 42% a year ago, and in North America, mobile represents slightly more than half of all video plays, up from 48%. In APAC, 61% of all video plays are on mobile, up from 46% a year ago; and in LATAM, mobile plays topped 56% — up from 46% a year earlier, with tablets representing 5%, the least of any region.

“Adoption of mobile devices isn’t slowing down, and consumers are as comfortable watching long-form content on smartphones and tablets as they are short clips,” said Ooyala principal analyst and strategic media consultant, Jim O’Neill. “It’s no longer enough simply to deliver content to a mobile device. Ensuring the highest quality video, in addition to easy discovery and navigation, has become a must-have for any compelling viewing experience. Video providers should be prepared to make all of their content available for mobile consumption, and business strategies must embrace all screen sizes.”
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