Resurrection of the tablet – Mobile video consumption driven by tablet views, says Ooyala
Subscription Video on Demand (SVOD) is also gaining in traction as well as ad-supported (AVOD) services. Overall, mobile devices accounted for 55% of all SVOD views.
SVOD services dominate on mobile devices
SVOD content is usually at least 20 minutes in length or longer. Interestingly, short and long-form videos both performed well on tablet devices, whilst smartphone users still prefer to view shorter content (66%).
It comes as no shock then that brands are expected to spend over $114bn more on mobile ads by 2018 compared to PCs.
Short versus long-form video
Programmatic video advertising is certainly riding a wave of momentum according to the report. The company saw its programmatic trading product Pulse SSP perform strongly, increasing its premium inventory by 22% from Q4 2015 to Q1 2016 leading to a 74% increase in paid impressions.
Over Q1 2016, video consumption on mobile devices grew up to 56%, from 42% in 2013. Across Ooyala, its Q1 figures showed that mobile video constituted 48% of all video views, up 14% from the previous year and 129% from 2014.
Interestingly, views on tablets have continued to increase, up from 12% in Q3 to 14% in the first quarter of this year. The report suggests that it is tablet consumption which has driven overall mobile viewing.
Tablets have long been assumed to be dead – losing out against the growing screen sizes of smartphones. However, it would seem that school children are being introduced to them at school, opening up the market to a new generation.
For marketers and advertisers then it is vital to employ a mobile strategy if they want to reach a younger generation.
Mobile video growth
This year, Ooyala took a closer look at Latin America’s consumption of mobile video. Smartphone video views in LatAm jumped to 37% with 11% of views coming from tablets. That puts it even with the rest of the world (48%), but device usage varied sharply across regions with Peru, Colombia and Brazil leading.
However, LatAm’s mobile market is set to become the second biggest smartphone market worldwide, following Asia Pacific by 2020 with over 605m smartphones, says trade organisation GSMA.
LatAm engagement by device
Ooyala adds that LatAm is very much the textbook example of an OTT revolution with more and more operators in the region taking on a mobile-first strategy. Mobile video consumption is poised to accelerate here as more mobile devices come to market.
Jim O’Neill, Principal Analyst and Videomind Editor, Ooyala, sums up:
“One thing is certain, OTT or not: content viewing is more fragmented across devices than ever before. Competition for audiences is intensifying. And viewers are increasingly insisting on exactly what they want – from whichever provider will give it to them.”