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BizReport : Trends & Ideas archives : March 29, 2016

'Cord nevers' main drivers of rise in mobile video consumption

Nearly half of all online video viewing now takes place on a mobile device, according to Ooyala's latest Global Video Index which suggests that Millennials - aka 'cord nevers' - are behind it all.

by Helen Leggatt

Ooyala's Global Video Index Q4 2015 reveals that mobile video plays were up from 34% in the final quarter of 2014 and rose 170% from 17% in 2013. Overall, the report shows that, since 2011, mobile video plays on smartphones and tablets combined have a CAGR of more than 116% and the share of mobile plays has risen 2,084% in the past five years.

Much of this growth is being driven by consumers in Asia-Pacific, where five out of 15 APAC countries outperformed the global average.

Smartphones have been the biggest driver of mobile video. Video watched on smartphones is more than six times than on tablets. However, in APAC tablets are used more to consume video making up one in five (22%)

Videos that exceed 10 minutes were more likely to be viewed on a tablet, or a connected TV, found Ooyala, while 69% of all videos watched on a smartphone were under 10 minutes long.

And, says Ooyala, Millennials - dubbed "cord nevers" - are behind it all.

According to the report, "Recent research says Millennials are twice as likely to be focused on video they watch on their mobile devices as they are on video consumed on a TV. That's a message brands need to recognize and embrace: You may be able to reach your audience of today -- Gen Xers and Baby Boomers -- via traditional media, but to reach your future customers, the buyers who will build your business, you need a mobile-first strategy that can be executed at scale.

Ooyala's report also revealed that the number of ads place programmatically on its platform more than doubled to 26m in Q4 2015, a 160% quarter-on-quarter growth.

"These consistent increases indicate that publishers are making more inventory available at fixed prices via programmatic advertising and are demonstrating increased confidence overall as this way of trading becomes a norm across the industry," concluded the report.

GongTo /

Image via Shutterstock

Tags: media, Millennials, mobile, Ooyala, research, smartphone, tablet, trends, video

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