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Move Over Desktops, We Want to Watch on Everything Else

November 21, 2011
By Adam Sewall
Forgive us for beating a dead horse, but online video isn't just about streaming YouTube on your laptop anymore. People love to watch on their tablets, their smartphones, their connected TVs and their game consoles. But what's particularly telling is that, when watching long-form content, people favor non-desktop devices.

According to Ooyala’s VideoMind Video Index report, videos 10 minutes or longer accounted for 30 percent of the hours watched on mobile devices, 42 percent on tablets and nearly 75 percent on connected TV devices and game consoles. In terms of viewer engagement, tablets, connected TV devices and game consoles had the highest video completion rates. Perhaps most noteworthy, however, is the fact that viewers were more likely to complete three-quarters of a long-form video when watching on a smartphone than on a desktop. Given the relative smallness of a mobile device’s screen, this is a pretty remarkable finding—one that we didn’t entirely anticipate discovering.

Taken together, these trends bode well for publishers with a TV Everywhere strategy. More companies have started moving away from the short clips to longer-form content, including YouTube, the mecca of 15-second cat videos. Longer-form content is lucrative, letting publishers serve more ads, not to mention the fact that video length seems positively correlated with ad-completion rates. To tap into this revenue, publishers will need to target an array of different devices.
Posted in Mobile
Tags online video analytics, ooyala video analytics
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