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BizReport : Mobile Marketing : February 28, 2013
Time spent watching online video on tablets rose 110% in Q4 2012
The amount of online video viewed on a tablet grew significantly last year, but mobile video viewing overall remains but a small proportion of all time spent watching online video, according to new research released by Ooyala.
The 2012 Q4 Video Index Report from Ooyala investigates how online video is being consumed. A key finding is that tablet and mobile viewing is rising fast. Tablet share grew 110% in 2012 and smartphones and other mobile devices 87%.
However, even combined, online video viewing via mobile accounted for just 8.25% of all video viewing hours in December, 2012, up from 4.15% at the start of that year.
By comparison, desktop online video viewing was almost 90%.
Around a third of total time spent watching video on a tablet in Q4 2012 was with premium, long form content running more than 60 minutes. Branded video views also surged 91% from the start of the quarter, peaking in mid-December.
Ooyala found that iPhone users watched twice as much video on their phones than Android users did in 2012.
"Streaming video has crossed an inflection point and it's now a necessary channel for both consumers as well as broadcasters, brands and media companies around the world," said Jay Fulcher, CEO of Ooyala.
Tags: brand marketing, branded video, mobile connectivity, mobile consumer, online video, video viewing
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