More than half of video views now on mobile image

More than half of video views now on mobile

Mobile video just hit a big milestone: mobile now accounts for more than half of all online video viewing, according to video technology company Ooyala.

The company’s second-quarter benchmark report found that mobile devices now constitute 51% of all online video views, up 15% from last year. That figure is up more than 200% from 2014.

The company’s analysis of more than 3.5 billion videos from 220 million worldwide users also showed that smartphones comprised 43% of all video views in Q2, a 10 percent increase from last year, while tablets made up 8 percent, an impressive 51 percent increase from the year-earlier period.

Short-form video (0-5 minutes) dominates share of viewing time on smartphones at 55%, while medium-form video (5-20 minutes) earns 18% to 20% of viewing time on smartphones, tablets and computers. The report said long-form video (20 minutes or longer) makes up almost all viewing time on set-top devices (92%) and almost half of tablet time (46%).

Ooyala also pointed to robust programmatic video growth globally as publishers make more quality content available via real-time bidding (RTB) marketplaces.

Open market RTB deals increased almost 50% in the second quarter. Long-tail inventory CPMs were about $9.50, while CPMs for fixed price deals averaged between $15 and $17. In second-price auctions, CPMs were even higher at $19 to $21.

Pre-roll ad impressions continue to migrate toward mobile devices as an increasing amount of video is watched on smartphones and tablets, the report said. For publishers, the highest percentages of pre-roll impressions in Q2 were on computers (50.4%), followed by mobile phones (31.8%) and tablets (17.7%).

“Among all customers, computers continued to outpace mobile phones, tablets and smart TVs. All three, however, will likely see a continued erosion in ad impressions on PCs, as mobile phones and tablets continue to be the devices of choice for those watching an increasing variety of video,” the report said.

For publishers, pre-roll ad completion rates were highest on smart TVs at 83%, followed by tablets (81%), computers (76%) and mobile phones (74%).

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