Broadband, broadcast lines erode as TV shifts to a mobile, multiscreen media landscape
Joseph O'Halloran | 02-11-2012
New research from online video firm Ooyala has confirmed the trend that viewers around the world are embracing mobile, multiscreen experiences for both long-form and short-form content.
The Ooyala Global Video Index Report for the second quarter of 2012 reveals that online video uptake may be rising across the world but that engagement patterns vary by country and region, with a number of global video hot spots. For example, in the UK the survey revealed that 15% of the total time spent watching online video occurs on mobile phones and tablets, while 11% of the total time spent watching online video in China occurs on tablets and smart phones.
According to the survey, when using smart TVs, set-top boxes and gaming consoles, online video viewers spent 93% of their time watching movies, TV shows and other long-form content. Yet as more and more content moves online, the survey found that people are spending more of their viewing time watching premium long-form videos on tablets, PCs, smart TVs and mobile devices. Indeed long-form video content accounted for more than two-thirds of the total time users spent watching video on tablets in Q2 2012. The share of time that viewers spent watching long-form video on tablets grew 47% in a single quarter. Live video viewing is accelerating rapidly especially on tablets and phones.
Ooyala suggests a direct business benefit from this trend, suggesting that long-form content and longer viewing sessions give publishers more revenue opportunities as they insert multiple mid-roll ads and increase the average revenue per minute. Other revenue streams identified by the report include Paramount selling movie rentals on YouTube and Google Play, Amazon Instant Video landing on the PlayStation Network, and the Major League Baseball App recording three million downloads just eight days into the season.
Non-PC based viewing offers more valuable advertising inventory, asserted the report, since most viewers watch in full-screen mode on tablets, phones, and smart TVs.
Ooyala suggested that when publishers are able to segment their audience by device, they will be able to command up to a 100% premium for these impressions. It added that data from publishers streaming long-form, niche content reveals that viewers watch three times more pre-roll ads than viewers who consume online video on a typical network property.
The bottom line, said Ooyala, is that broadcasters and service providers must leverage global viewer data to create more personalised and profitable media experiences.