Increasing viewer engagement, growing revenue opportunity with online video

Joseph O'Halloran ©RapidTVNews | 31-05-2012

A global footprint of nearly 200 million monthly viewers with long-form video accounting for more than half of video plays and an audience ripe for monetisation are among the key findings of the latest Ooyala Video Index.

The digital video technology firm’s Q1 2012 Video Index report suggests content providers better match their revenue strategies to changing consumer behavior such as the dramatically increased viewer engagement across web-connected devices. Moreover it showed more time spent online with premium content, long-form entertainment and evolving time-of-day and day-of-week consumption patterns across mobile and tablet.

The survey showed that long-form content had reached a tipping point with videos longer than ten minutes in length accounting for over half the content consumed between 1 January and 31 March 2012, across Ooyala’s footprint of nearly 200 million monthly viewers worldwide.

The overall share of time watched on smartphones grew by 41% in the while the share of time watched on tablets grew by 32%. On a typical weekday, a third of tablet video plays occur between 7pm and 11pm, while only about 17% of PC plays took place over that same period. The increasing amount of viewers on connected TVs watched nearly a third more video between 4pm and 11pm on Saturdays than on a typical weekday evening.

Following Apple’s launch of the latest version of the iPad, the amount of video watched on tablets jumped 26% and at present iPads presently account for 95% of tablet video viewing.

What this means, said Ooyala, is that publishers can significantly improve revenue by increasing ad load and employing more mid-roll ads, especially on longer videos. Commented CEO Jay Fulcher: “There is a fundamental shift in the way people are viewing television. Consumers now have the power to choose their own prime time…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.”