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BizReport : Mobile Marketing : June 26, 2015

367% rise in mobile video viewing since Q1 2013

As mobile becomes ever more an integral part of daily life, so does mobile video. According to a study from Ooyala, mobile views have doubled over the past year and now account for two-fifths of all video viewing.

by Helen Leggatt

Since the first quarter of 2013, mobile video viewing has risen a whopping 367% as more people watch video content on the smaller of their tech screens. Those who are benefiting most of this trend are television broadcasters, says Ooyala in its recent Q1 Global Video Index.

Tablet viewers of broadcasters' content were most likely to watch ads to completion - doing so 89% of the time - while smartphone users watched ads to completion 79% of the time. Furthermore, broadcasters were found to have the greatest share of the mobile audience. More than half (53%) of their online content was being viewed on mobile devices compared to 31% of publisher and brand content.

"Our data is indicative of the rapid pace of change in consumer viewing behavior, which creates new challenges and opportunities for content producers, service providers, and advertisers," says Jay Fulcher, chief executive officer of Ooyala. "We're seeing a confluence of major trends that are reshaping audiences on a massive scale - in particular, ubiquitous TV-capable mobile devices, and a major influx of premium content streaming to, and in many cases produced for, over-the-top services. A mobile-first mentality with a keen eye on personalization has never been more important."

By the end of this year, Ooyala predicts that half of all online viewing of video content will take place on a mobile device.

Image via Shutterstock

Tags: mobile, trends, video

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