Much of this is due to the increasing amount of premium content that services are now making available to all devices, the firm said. As longer content becomes more prevalent, an increasing number of users — across all demographics — are as comfortable watching longer form content on smaller screens as they are watching it on big screens. And they’re simply watching more content in general.
By device, data finds long-form content now represents 96% of all time spent watching video on connected TVs, down marginally from 98% the quarter before; 82% on tablets, also up slightly from 81% in Q1; 53% on computers, down from 65% in Q1; and 53% on smartphones, marginally down from 55% in Q1.
The report also found that, after consecutive quarters of mobile usage increasing 7.5% in Q4 2016 and 8.4% in Q1 2017, this quarter the segment grew just 0.1%. Yet, despite the plateau in growth, mobile viewing continues to be a major driver of over-the-top (OTT) usage around the world. Although mobile plays were dominant in every region, Ooyala found that the Asia Pacific made up nearly three quarters of all usage at 72%, the highest in the world and a 21.9% variance in consumption over North American viewers. Meanwhile, EMEA at 12.6% and Asia Pacific at 14.1% saw the highest percentage of tablet plays.
Regionally, the study found that In EMEA, mobile plays represent 57.7% of all video plays, up from 54.1% in Q1. In North America, mobile represents slightly more than half of all video plays for the fourth consecutive quarter. In APAC, 72% of all video plays are on mobile, up from 61% in Q1; and in Latin America, mobile plays topped 56%.
“Today’s video consumers are looking to complement, or replace, their traditional video entertainment sources; driving the increasing amount of original content that is being pushed over the top to audiences who want it when, where and on any device they choose,” said Ooyala principal analyst and strategic media consultant, Jim O’Neill. “That content increasingly needs to go out globally, to markets that often speak different languages, have different social mores, even government regulations. The space is getting more complicated, the stakes higher and the need for smart solutions more pressing.”