Ooyala Q2 2015 Video Index: 44 per cent of all online viewing now on mobile devices
Ooyala today released its much-cited quarterly Global Video Index report, and video numbers continue to grow at a rapid pace.
Verizon cannot introduce 5G soon enough: according to the report, 44 per cent of all online viewing is now on mobile devices – up 844 per cent since 2012. However, Q2 2015 was also the first quarter that mobile viewing hasn’t increased at a double-digit rate – this may show that mobile video is no longer “the thing to do,” rather, it is the norm.
Tablets are everyday household items now, but mobile devices are continuing to encroach on PCs as the video playback device of choice: Ooyala’s data suggest that by Q4 2015, 50 percent of all online video starts will be on mobile devices.
Programmatic transactions are also becoming the norm for broadcasters and publishers. Ooyala looked at data from more than 40 European broadcasters using its Pulse SSP platform and found that companies saw their eCPMs increase more than 25 per cent on average form March 2015 to June 2015.
Below, additional highlights from Ooyala’s Q2 2015 Video Index:
Online Viewing:
○ Mobile phones (32 per cent) remain a popular screen for watching short-form video in lengths of 1-3 minutes, although PCs (32 per cent) appeared to be equally as popular.
○ When it comes to longer-form content of over 10 minutes in length, views by device were more even. Tablets (57 per cent) and connected TVs (53 per cent) saw a slightly higher percentage of views, followed by desktop (40 per cent) and mobile phones (33 per cent).
Online Advertising:
○ Broadcasters streaming long-form premium content continued to see ad completion rates at and above 90%, depending on the screen. Tablets delivered rates exceeding 92% and PCs remained above 90%.
○ PCs had the highest fill rate for publishers, 92 per cent, up from 77 per cent in Q1. Broadcasters, meanwhile, saw PC fill rates increase to 67 per cent from 64 per cent.
○ Broadcasters also saw fill rate climb on mobile devices, with a fill rate of 74 per cent for mobile phones and 70 per cent for tablets in the quarter, up from 54 per cent and 57 per cent in the previous quarter. Publishers saw rates of 89 per cent and 88 per cent, up from just 55 per cent for mobile phones and 56 per cent for tablets.
