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Mobile Video Digital

Online media streaming up 388% from 2013, Adobe finds: but less than 17% watch a full video on mobile

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By Ishbel Macleod, PR and social media consultant

October 22, 2014 | 2 min read

Online TV video consumption has risen 388 per cent from 2013, new figures from Adobe have found, with the typical number of online TV videos watched per visitor each month up by 54.8 per cent.

The US digital video benchmark for Q2 2014 found an 85 per cent increase in the number of unique visitors watching online TV over the past six months.

Teh report also revealed that tablets and phones now account for 26 per cent of all online viewing – up 59 per cent from 2013 – with smartphones overtaking tablets.

However, Adobe discovered that a video that reaches 25 per cent completion on a desktop was three times more likely to reach 75 per cent completion compared to a mobile device.

It was also discovered that only 16.6 per cent of videos viewed on a mobile device reach 75 per cent completion.

The report does state that “when coupling it with the growth of video viewing, online video advertisement viewing is accelerating at a remarkable rate.”

Viewers watched 2.08 ads per video start in Q2 2014; up 25.8 per cent year on year from 2013.

Read why Google UK's director for branding David Black thinks brands should make the most of online video.

Mobile Video Digital

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