IP video cements its place in TV industry

Joseph O'Halloran ©RapidTVNews | 16-02-2012

The TV industry is on a clear and irreversible course toward an IP-delivered future, research from digital video technology, analytics and services provider Ooyala has revealed.

Comparing Q4 2011 to Q3 2011 across what were said to be one of the world's largest online video footprints, Ooyala found that video plays on tablets, smartphones and connected TVs nearly doubled and in a hugely important portent for the industry, those for Google TV viewing grew 91%.
"The dramatically increased engagement with IP-delivered video creates opportunities on a massive scale for publishers and brand marketers," commented Ooyala co-founder and president of products Bismarck Lepe. "Understanding the changing dynamics of multi-device video consumption is key to delivering a more personalised experience for consumers while creating new revenue streams and growing audiences."
Drilling down tablet video viewers were revealed to be markedly more engaged than desktop viewers, being 45% more likely to complete at least 75% of videos played. Examining the converging worlds of video and social media, it also found that Facebook users on average share ten times more video than Twitter users
The key smartphone platforms, Android and iPhone—the latter boosted by the launch of the iPhone 4S— grew rapidly quarter-over-quarter in terms of videos played and hours watched.
"While people are still watching much more traditional TV than streaming video, our data," Lepe added. "For example, looking at non-desktop video views, Q4 was the second straight quarter of nearly one hundred percent growth. The Video Index also shows people are far more engaged on tablets, which are closer to TVs than they are to smartphones when it comes to viewing behaviour."