March 14, 2018

Ooyala Finds More People Than Ever Click “Play” for Mobile Video Reaching 60% of All Views Globally

SAN JOSE, Calif.–(BUSINESS WIRE)–Mobile video plays topped 60% globally for the first time in the fourth
quarter of 2017 — garnering a 60.3% share of all video starts – per Ooyala’s
newly released Q4 2017 Global Video Index Report. Geographically,
Europe/Middle East/Africa (EMEA) had the greatest level of engagement at
63.5%. North America lagged most of the rest of world at 57.6% despite
seeing mobile video jump 11% from Q4 2016.

A Global Shift in Device, Content of Choice

Across all measured devices, including smartphones, tablets, connected
TVs and PCs, viewing time for medium- and long-form content grew to over
50% of all content, continuing a trend first reported by Ooyala in 2017.

One of the biggest viewing shifts occurred on PCs, where time spent
watching long-form content dropped to just 37% in Q4 —
its lowest point since Q1 2016, when it was 35%. On the other hand, time
spent watching short-form content on PCs climbed to 50%, the most
of any device. Elsewhere, short-form content was essentially flat
year-over-year on smartphones (44%), tablets (26%) and connected TVs

In related findings:

  • Smartphone views were more than three times that of tablets
  • Still, tablets’ share of all video plays at 12.8% represented a 68%
    increase from Q4 2016
  • Mobile plays could soon reach — and potentially exceed — a 70% market
    share, driven by more premium sports assets moving online

“The primary screen is definitely shifting. All devices are not equal
for video viewing,” said Jim O’Neill, Ooyala principal analyst.
“Consumers are as comfortable watching a sporting event, TV show or
movie on a smartphone as they are on a connected TV, but not on their PC
or tablet.”

The Rising Tide of Online Content

The explosion of digital content is helping to drive viewing off of the
TV. On average, OTT services doubled their hours of content offerings
over the last 12 months, with long-form content increasing 159%.
Medium-form content offerings increased 87% and short-form content
increased 112%.

“Content is experiencing a flood unlike anything the industry has
previously seen… and there is no end in sight. It’s the lifeblood of an
over-the-top provider and the key to keeping users engaged and coming
back for more, especially if you maintain regular contact with your
customers, letting them know in advance that new content is on the way,”
O’Neill added.

However, O’Neill cautioned that content providers and distributors will
need to maintain ongoing technological improvement with a focus on
Quality of Experience. “Near-instant start-up, consistent video stream
quality and uninterrupted delivery – without any buffering – will be
critical to end-user experience,” he said. “Fail at any of those Quality
of Experience factors and customers will look for other options, and may
even account for some of OTT subscriber churn.”

Accompanying the gains in viewing on mobile devices was growth in mobile

  • Smartphones, at 55%, topped PCs, at 36%, for the percentage of
    pre-roll ad impressions shown on broadcaster platforms
  • Smartphone pre-roll impressions were highest (69%) on publisher
  • Publishers saw total impressions soar on smartphones, to 51% of all
    connected devices
  • Mid-roll ads saw the highest percentage of completions for
    broadcasters and publisher platforms; broadcasters saw completion
    rates top 97% for all screens

The full Ooyala Q4 Video Index report can be found here.

About Ooyala:

Ooyala is a leading provider of software and services that simplify the
complexity of producing, streaming and monetizing video. Ooyala’s
comprehensive suite of offerings includes one of the world’s largest
premium video platforms and a media logistics solution that improves
video production workflows. Ooyala’s solutions help broadcasters,
operators, media and production companies get content to market faster,
build more engaging and personalized experiences across every screen,
and maximize return for any video business.

Vudu, Star India, Sky Sports (U.K.), ITV Studios (U.K.), RTL Group
(Germany), TV4 (Sweden), Mediaset (Spain), America Television (Peru),
and Media Prima (Malaysia): these are just a few of the hundreds of
broadcasters and media companies who choose Ooyala.

Headquartered in Silicon Valley, Ooyala is a subsidiary of global
telecommunications and IT services company Telstra and has offices in
Chennai, Cologne, Dallas, Guadalajara, London, Madrid, New York, Paris,
Singapore, Stockholm, Sydney, Tokyo, and sales operations in many other
countries across the globe. For more information, visit

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