Ooyala says that across all measured devices, including smartphones, tablets, connected TVs and PCs, viewing time for medium and long-form content grew to more than 50% of all content, continuing a trend first reported by it in 2017.
And according to Ooyala’s newly released Q4 2017 Global Video Index Report, one of the biggest viewing shifts occurred on PCs, where time spent watching long-form content dropped to just 37% in Q4 – its lowest point since Q1 2016, when it was 35%.
But, on a positive note, Ooyala says time spent watching short-form content on PCs climbed to 50%, the most of any device and, elsewhere, short-form content was essentially flat year-over-year on smartphones (44%), tablets (26%) and connected TVs (0.7%).
In related findings, Ooyala says:
- Smartphone views were more than three times that of tablets;
- Still, tablets’ share of all video plays at 12.8% represented a 68% increase from Q4 2016; and
- Mobile plays could soon reach — and potentially exceed — a 70% market share, driven by more premium sports assets moving online.
“The primary screen is definitely shifting. All devices are not equal for video viewing,” said Jim O’Neill, Ooyala principal analyst.
“Consumers are as comfortable watching a sporting event, TV show or movie on a smartphone as they are on a connected TV, but not on their PC or tablet.”
According to Ooyala, the explosion of digital content is helping to drive viewing off TVs.
On average, OTT services doubled their hours of content offerings over the last 12 months, with long-form content increasing 159%. Medium-form content offerings increased 87% and short-form content increased 112%.
“Content is experiencing a flood unlike anything the industry has previously seen… and there is no end in sight,” said O’Neill. “It’s the lifeblood of an over-the-top provider and the key to keeping users engaged and coming back for more, especially if you maintain regular contact with your customers, letting them know in advance that new content is on the way.”
But he cautioned that content providers and distributors will need to maintain ongoing technological improvement with a focus on “Quality of Experience”.
“Near-instant start-up, consistent video stream quality and uninterrupted delivery — without any buffering — will be critical to end-user experience,” he said. "Fail at any of those Quality of Experience factors and customers will look for other options, and may even account for some of OTT subscriber churn.”
Ooyala’s research found that accompanying the gains in viewing on mobile devices was growth in mobile advertising:
- Smartphones, at 55%, topped PCs, at 36%, for the percentage of pre-roll ad impressions shown on broadcaster platforms;
- Smartphone pre-roll impressions were highest (69%) on publisher platforms;
- Publishers saw total impressions soar on smartphones, to 51% of all connected devices; and
- Mid-roll ads saw the highest percentage of completions for broadcasters and publisher platforms; broadcasters saw completion rates top 97% for all screens.
To view the full Ooyala Q4 Video Index report click here.