Long-form video gaining traction on mobile screens, says IAB global study
People are increasingly watching long-form video content via their mobile devices, rather than snack-size content, which could open up new potential for monetising mobile video, according to the Interactive Advertising Bureau (IAB)'s latest study.
The report, unveiled today at the IAB's Digital Video conference in New York, polled 4,800 people across 24 countries including the US, UK, France, South Africa, and Turkey and interviewed a cross-section of 200 smartphone users per country.
Of these, 36 per cent said they watch mobile videos for longer than five minutes on a daily basis.
Respondents from Turkey, Finland, China, Russia and Singapore were particularly active in watching long-form videos on smaller screens.
“The popularity of digital video is evident across small screens the world over,” said Anna Bager, senior vice president of mobile and video for the IAB.
“The fact that people are not only watching short snippets of programming, but committing to longer form content on their phones, opens doors for brands to be part of this impressive mobile engagement,” she added.
A fifth of respondents also said they watch video on their phones while watching traditional TV.