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BizReport : Mobile Marketing : December 17, 2015

Europe outpaces world in mobile video viewing

Mobile video consumption in the UK is outpacing the rest of the globe, according to new research from Ooyala.

by Helen Leggatt

Ooyala's latest Video Index details European country specific data for the first time and reveals that Great Britain and Ireland lead Europe in mobile video viewing with almost two-thirds doing so in each of the two nations. The global average is 45% and Europe's average is 53%.

The latest report also reveals how smartphones lead the charge in mobile viewing, as 88% of all mobile video views were on smartphones versus 12% on tablets. However, for longer content (over 10 minutes) the preference was for larger screens with the share of time watched on connected TVs increasing from 43% to 71%.

Across Europe, mobile video shares in Q3 were up 50% from the same period last year.

"Leading into 2016, it's abundantly clear that video - both delivery and advertising - is scaling massively across all screens," said Jonathan Wilner, vice president of product and strategy for Ooyala.

"For premium content providers the major opportunity today is getting smarter about their video strategy. Video providers need to know to leverage timely events, tap into new advertising technology, understand how their audience is engaging with content and optimize their video business accordingly to maximize returns."

Image via Shutterstock

Tags: Euroep, mobile, video content

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