Live streaming video soars over 200%
| 14 November 2014
Live viewing of content online is up a staggering 214% year-over-year, driven by significant growth in sports streaming and news simulcasts according to the latest FreeWheel Video Monetisation Report
Analysing trends in the third quarter of 2014, the report found that the diverse array of viewing platforms evolved significantly this quarter.
Most importantly it revealed that monetisation continues to move cross-platform, with 27% of video ad views coming outside desktop and laptop environments. Video ad views on smartphones and over-the-top (OTT) devices increased 77% and 208% respectively year-over-year. Whereas desktop and laptop computers accounted for 86% of video ad views last year, 27% of monetisation coming from smartphone, tablet and OTT environments.
"The remarkable growth of OTT devices is particularly critical when one considers that these devices are overwhelmingly likely to be used by younger," the report said.
Meanwhile, digital video publishers have matured. They are refining their offerings, developing scalable capabilities, and demonstrating premium value propositions. After having been touted as an integral part of TV's future for some time, it is clear from the behaviour of consumers, publishers, advertisers, and investors that digital television's time is now, according to FreeWheel.
"The paramount importance of digital video to the future of TV and entertainment has become indisputable," the report continues. "New digital-only offerings by TV networks, a dramatic increase of streaming device sales, ever-expanding screen sizes, media conglomerates purchasing digital-first publishers, and a new generation of platform-agnostic millennial viewers coming of age – all continue to drive advertising dollars to digital channels."
As a consequence, viewers are seeing more TV-like ad experiences on long-form content, yet completion rates remain high.
"The UK market is more aggressive than the US with regards to monetising long-form content, and less aggressive with regards to using pre-rolls on short-form content," the report noted.