in Insights
Online Video’s Everywhere
From MediaPost
According to the Q1 Global Video Index Report from Ooyala, Long-form content, videos longer than 10 minutes, accounted for half the total time people spent watching online video in Q1, and the growth trend is expected to continue.
| Time Watched by Video Length and Device, Q1 2012 (% of Viewing; Minutes) | ||||
| Time Watched | Desktop | Mobile | Tablet | CTVDGC |
| <1 min |
4.4% |
4.1% |
4.1% |
0.3% |
| 1<3 |
19.4% |
28.6% |
24.4% |
2.6% |
| 3<6 |
15.2% |
17.7% |
16.9% |
3.4% |
| 6<10 |
7.1% |
8.4% |
8.5% |
5.1% |
| >10 |
53.9% |
41.1% |
46.0% |
88.5% |
| Source: Ooyala Global Video Index Report, June 2012 | ||||
Viewers are watching more videos on their tablets and mobile devices, and for longer periods. The overall share of time watched on smartphones grew by 41% last quarter. The share of time watched on tablets grew by 32%.
Tablet video viewing rises on weekday mornings as people prepare for the day and commute to work, then falls off during work hours as PC viewing picks up. On weekday evenings, tablet video surges as people watch streaming video to end their day. A third of tablet video plays occur between 7pm and 11pm, while only about 17% of PC plays take place over that same window.
On the weekend, the morning “commuter bump” fades on tablets. Mobile video drops 22% on weekend mornings compared to the workweek. And on Saturdays between 4pm and 11pm, viewers watch nearly a third more video on connected TV devices than they do during the week.
