Ooyala: Mobiles and tablets account for 46% of online video viewing

Ooyala Video Index Q4 2015Mobile phones and tablets combined now represent 46% of all online video viewing across the world, according to Ooyala’s Global Video Index Q4 2015.

Mobile video plays were up from 34% in the fourth quarter of 2014 and climbed 170% from 17% in 2013, according to Ooyala.

“Since 2011, mobile video plays – smartphones and tablets combined – have a compound annual growth rate of more than 116%. That pushes the share of mobile video plays up a stunning 2,084% over the past five years,” according to the report.

The smartphone has been the biggest driver of mobile video, with video consumed on these devices more than six-times as often as tablets in Q4 2015, said Ooyala.

The study also found that the total share of long-form viewing on connected TVs – of content longer than 10 minutes – grew to 74% in 2015. This was up from 43% in Q1 and 53% in Q2 and 71% in Q3.

“The analysis from the recent Video Index shows the convergence of multiple factors in the market – from regional mobile adoption, consumer behaviours on specific devices and buying preferences between publishers and their advertisers – and gives a macro view of new trends in the industry,” said Chief Executive Officer of Ooyala, Ramesh Srinivasan.

“Quarter after quarter, the opportunity to build more lucrative and successful businesses with video becomes clearer as mobile-first strategies continue to grow in importance.”