Sports driving mobile video consumption
DetailsJoseph O'Halloran | 10 February 2015
As mobile consumption continues to grow, driven by video, optimisation will play an increasing key role for operators in ensuring an acceptable user experience, says Citrix's latest Mobile Analytics Report.
citrixIn this version of the semi-annual report, the IT firm points to a number of key commercial development parameters that will shape the mobile market over the first half of 2015 and beyond.
Mobile video engagement varies by OTT content type, according to the survey, with 90% of YouTube and 55% of Twitch mobile views are less than five minutes while the majority of Netflix mobile views are over 15 minutes. Over three-quarters (77%) of Netflix subscribers watch for more than five minutes, with 22% watching for five to 15 minutes, 23% watching for 15 to 30 minutes and 21% watching for 30 to 60 minutes at a time. Interestingly, mobile video subscribers consumer more video content from Netflix on 4G LTE networks than on 3G.
The report also warns that mobile operators need to consider the additional growth in mobile sport video content that is expected between now and the Rio 2016 Olympics. It calculates that 2.5% of mobile subscribers access sports content on any given day, generating 0.5% of mobile data traffic volume. Subscribers now access more than double the amount of sports video content over mobile, from 21% in Q3 2014 to 50% in Q1 2015. The average mobile subscriber who accesses sports content does so for 2.6 minutes at a time.
The other key development is that the advent of the super-sized screen device, such as the iPhone 6 Plus, leads to super-sized data plans. Indeed the report calculates that the latest addition to Apple's portfolio generates twice the data of the normal-sized iPhone 6, and ten times that of an iPhone 3GS.