Mobile, tablet online video boom prompts need for new monetisation strategies
| 15 September 2014
The latest Ooyala Global Video Index has revealed the rapid growth of mobile video consumption and the proliferation of premium, live and long-form video on more screens.
The online video technology provider said that the Q2 version of the survey showed not only continued evolution of multiscreen video consumption but also underscores the need for content providers to take advantage of new forms of big data analytics and audience measurement to better understand online audience behaviour, help guide content strategies and maximise revenue. The result, says Ooyala, is that content providers, broadcasters and publishers have an opportunity to build business-sustaining revenue streams with digital video – particularly on mobile devices.
The survey found that in the past year, mobile video viewing has more than doubled to represent over 25% of all online viewing, increasing 127% year-on-year and 400% in the past two years. Between February and June 2014, the share of all online video plays viewed on mobile devices increased six percentage points to 27%.
Other findings highlighted in the survey include the fact that consumers on connected TVs spent 81% of their time watching videos longer than ten minutes and viewers spent 45% of their time watching videos of six minutes or less in length. On tablets, viewers spent 23% of their time watching video of 30-60 minutes in length, more than on any other device. In contrast, connected TVs viewers spent 65% of their time watching videos 30 minutes or longer; and over half of that time (54%) was with content longer than 60 minutes.
"As we reach the tipping point of Web-delivered TV, Ooyala is seeing the transition firsthand," commented Jay Fulcher, chief executive officer of Ooyala. "This data is indicative of the dramatic multiscreen shift occurring in the industry. Greater consumption of high value content across multiple device types, along with more granular data on consumption habits and trends, underscores the need for sophisticated analytics to inform programming and monetisation.