Tablets shaping online video viewing

Joseph O'Halloran ©RapidTVNews | 13-11-2011

There’s no such thing as ‘just’ online video, indeed device type matters hugely in terms of how content is consumed and tablets are defining the market.
According to the Ooyala Videomind video index report, the online video provider’s first quarterly overview on the state of web TV market, tablet users averaged nearly 30% more viewing time per play than those who watched on desktops, the traditional platform for online video. Moreover tablet-based video users completed videos at double the desktop rate, a hugely significant finding for not only content firms but also marketers.

Drilling down in to what types of tablets were being used, not surprisingly iPads crushed Android tablets in terms of total audience size, seizing 97% of all tablet video plays. Yet the report may be the last where the iPad has it all of its own way in the video market given the arrival of the Barnes & Noble NOOK Tablet and the Kindle Fire from
Yet despite the huge popularity of video on tablets the study also confirmed the long-held view that when it comes to long-form content, it’s a case of the bigger the better in terms of screen size. That is to say, the survey found that for videos more than 10 minutes long, viewers using connected TV devices and game consoles were more than twice as likely to complete a video as viewers on desktops. The data also showed just how much connected TV devices and game consoles were taking off as online TV platforms: video plays on these devices tripled in Q3 alone.
Commenting on the survey, Bismarck Lepe, Co-founder & President of Products, Ooyala, said: “People are watching more and more online video. Simply put, we’re in the midst of a fundamental shift in how people everywhere watch TV, film and video content. And I think this trend validates much of what we believed when we set out, nearly five years ago, to build the future of personalised media: that viewers want to watch what they want, when they want, and on whatever device they want. New challenges exist for video publishers, but potential audiences have never been bigger.”