Parent Category newz 12-09-2013
Distinct patterns are emerging in how people migrate from one device to another throughout each day and week for video entertainment, according to new research from Ooyala.
The video streaming, analytics and monetisation firm says that data in its Global Video Index indicates the continued growth in mobile and tablet viewing, driven largely by the increased availability of premium, long-form content, made possible by the adoption of more robust online video streaming and monetisation tools among broadcasters and media companies.
The survey also showed that mobile phones and tablets remaining on pace to double their share of Web-delivered video consumption in the second quarter of 2013, growing 28% and 18% respectively during the three-month period. Together, mobile and tablet devices accounted for 13% of all online viewing as of 30 June 2013, compared with just 8% at the end of Q4, 2012.
Perhaps among the more interesting findings is the change in viewer behaviour. Mobile and tablet viewing was found to spike early in the morning and throughout typical commuting hours, while PC video plays pick up in the later morning, and peak at midday. During the evening, perhaps after a commute, viewers return to their phones and tablets, and PC video views decline sharply. Moreover and significantly, tablets became the "first screen" on the weekends, as people watch more TV on tablets throughout the day. PC video views dip significantly on Saturdays and Sundays, compared with weekday streaming.
Mobile phone users spend more than half their viewing time with videos longer than ten minutes; and a fifth of their viewing time is with videos more than an hour long. Mobile audiences also watch live video nearly twice as long as on-demand video; and the live-to-on-demand ratio is 15 to 1 for PC viewers, measured in hours.
"With the deep level of insight Ooyala provides, the concept of personalisation becomes much more meaningful for broadcasters and for each individual in their audience," commented Jay Fulcher, chief executive officer of Ooyala. "Data is power. These insights are incredibly powerful for programmers and advertisers, who can now deliver content and ads optimised for specific viewers, times, devices and locations. As mobile and tablet viewing explodes, we're taking personalisation, and the targeting that comes with it, to a completely new level."