Record year for Oz online video

Joseph O'Halloran | 05-11-2012

The proliferation of mobile devices, in particular smartphones and tablets, has led to a record year for the online video advertising market which has grown by 58% year on year according to new research from Frost & Sullivan (F&S).

As one may expect, the younger demographic is driving online video use and the Online Video Market in Australia report revealed that as much as 94% of 15-17-year-olds now watch TV shows and/or movies at least once a month on a desktop/laptop. As an indication of the march of mobile and the transition of online video from the PC platform, two-thirds of smartphone users watched short video clips on average at least once a month. This trend was also a driver for higher levels of multitasking across different devices and platforms, with social media being a key facilitator of this experience.

Nearly half of all tablet users were found to have viewed TV programmes and full length movies at least once a month. Short video clips were the most popular, with 39% of tablet owners viewing these on most days. Just over half (51%) of tablet owners indicated that using a tablet has to some degree reduced the amount of time they spend watching TV shows or films. As tablet penetration rises and behaviour patterns become more established, the analyst expects an increased impact on general consumer behaviour from tablet usage.

Phil Harpur, senior research manager, Australia & New Zealand ICT Practice, Frost & Sullivan, said: "The online video advertising market grew by 58% in the 12 months to June 2012 to reach $86 million, faster than any previous year. A growing number of 'light' TV watchers are now watching online video across a range of devices while 40% of tablet owners are accessing their tablet as they watch traditional TV, always or most of the time".