53% of Europeans stream mobile video


Details

Michelle Clancy

| 11 December 2015




Mobile video consumption in Europe hit 53% of all online video plays in the region, surpassing the global trend of 45% in Q3 2015.


Ooyala’s Q3 2015 Global Video Index shows that some particular regions are further along in the adoption of mobile phones and tablets as a primary screen for video consumption, as mobile continues to grow across all markets. Great Britain and Ireland led Europe's most populous nations in mobile viewing as smartphones and tablets made up two thirds of all online viewing in those two nations.

Those two by far surpass the global average of 45% and largely contribute to Europe's total average of 53%. This quarter also showed how smartphones lead the charge in mobile viewing, as 88% of all mobile video views were on smartphones, leaving tablets at 12%.

Further, Ooyala analysed fan engagement for a popular European sports club over a 45-day period during Q3, comparing sports video consumption around game days and non-game days. The results show that fans, on average, play 75% more videos on the day prior to any given match, and more than 100% more on the day after when they come looking for highlights, game summaries and match replays.

Combined, the two trends show a broad three-day window for content providers to maximize fan engagement and ad revenue around game day as well as to increase viewership across all devices, particularly mobile.

The report also indicates programmatic transactions are becoming a norm for premium publishers, increasing more than 100% quarter over quarter. Ooyala saw its number of Deal ID deals - agreements for executing fixed-price transactions programmatically - more than double quarter over quarter, at a rate of 103%. As a result, the volume of Deal ID transactions - that is, paid ad impressions resulting from those deals - increased 150% quarter over quarter.

Meanwhile, overall real-time bidding grew 235% since Q2 2015. These statistics reveal that programmatic deals are becoming routine. They're on a trajectory toward becoming a norm, rather than an exception, in video advertising.

"Leading into 2016, it's abundantly clear that video - both delivery and advertising - is scaling massively across all screens," said Jonathan Wilner, vice president of product and strategy for Ooyala. "For premium content providers the major opportunity today is getting smarter about their video strategy. Video providers need to know to leverage timely events, tap into new advertising technology, understand how their audience is engaging with content and optimize their video business accordingly to maximise returns. These types of business insights, rooted in data, are exactly what we provide our customers."

In the second quarter, the report showed that 44% of all online viewing was now on mobile devices, and that nearly half of all ad impressions for publishers were on mobile devices during the quarter, an 11% increase from the first quarter of the year.