Ooyala recently released its Q1 2012 Video Index report, which reveals current global trends in digital video consumption. Among the findings, the report demonstrates dramatically increased viewer engagement across web-connected devices; more time spent online with premium, long-form entertainment; and evolving time-of-day and day-of-week consumption patterns across mobile and tablet devices.
For example, for the first time, long-form content – videos longer than ten minutes in length – accounted for over half the content consumed between January 1 and March 31, 2012 across Ooyala’s footprint of nearly 200 million monthly viewers worldwide. This means people are spending more time than ever watching full-length TV shows, feature films and sporting events, while time viewed in short bursts is decreasing as a percentage of overall consumption.
“There is a fundamental shift in the way people are viewing television. Consumers now have the power to choose their own prime time,” said Jay Fulcher, Ooyala CEO. “The spike in tablet and smartphone viewing during weekend nights and commutes shows how the living room experience is fragmenting across devices. Smart publishers and advertisers can use analytics like those Ooyala provides to understand which revenue strategies work best as these trends continue to evolve.”
Other highlights from the report include:
•The overall share of time watched on smartphones grew by 41% last quarter, while the share of time watched on tablets grew by 32%
•On a typical weekday, a full third of tablet video plays occur between 7:00 pm and 11:00 pm, while only about 17% of PC plays take place over that same period
•Viewers on connected TVs watch nearly a third more video between 4:00 pm and 11:00 pm on Saturdays than on a typical weekday evening
•Power viewers emerge: 10% of a publisher’s audience watches more than five of its videos in a given day
•Following Apple’s March iPad release, the amount of video watched on tablets jumped 26%. iPads presently account for 95% of tablet video viewing
•Many publishers can significantly improve revenue by increasing ad load and employing more mid-roll ads, especially on longer videos