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BizReport : Blogs & Content archives : November 14, 2011

Ooyala: Mobile pushing video growth

The number of people watching online video continue to show steady growth, but a new report from Ooyala indicates mobile and tablet viewing are pushing the most video content. According to the first, quarterly VideoMind Video Index Report tablet viewers watch about 30% more video content than when watching through a desktop.

by Kristina Knight

Tablet viewers are also twice as likely to finish a video clip. This report deals with Q3 2011.

"We help companies deliver more personalized media experiences to their viewers, which leads to increased reach, engagement and satisfaction," said Bismarck Lepe, co-founder and president of product, Ooyala. "We have built the industry's most robust and scalable real-time analytics for video in order to provide customers with insights that enable them to make critical decisions and monetize content. Ooyala's first ever VideoMind Video Index provides real, actionable data to help publishers and content owners optimize their video experiences."

Other interesting findings include:

• Facebook was the most popular way to share video
• Within tablets, iPad accounts for 97% of total video hours, iPad viewers were also slightly more likely to finish clips than Android viewers
• 56% of tablet video time was spent with long-form (10 minute or longer) content
• 20% of mobile viewers completed 75% of clips compared to 18% of desktop viewers

Meanwhile, data from comScore for September 2011 finds video ads now reach half of the US population. US viewers engaged with nearly 40 billion video clips; on average each person watched 19 hours of video content for the month. Specific to video advertising, Hulu reached 8% of the US population while Tremor Video reach 19% and reached 22%. Viewers watching through these three portals watched between 414 and 450 ad minutes for the month.

Ooyala processes more than one billion analytics pings each day, reflecting the viewing habits of 100 million unique, global consumers.

Tags: comScore, mobile video, Ooyala, tablet video, video ads, video advertising, video content, video trends

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