Mobile leads the way for APAC video viewers, finds Ooyala data
Mobile is on the up and up according to the Ooyala Q4 2016 Global Video Index, with 56% of the world watching ad-supported video-on-demand (AVOD), while Asia Pacific edged out at 58% watching from their mobile devices.
Mobile leads the way for APAC viewers
The report gathered data from several large AVOD customers across sports, news and entertainment in all geographical area.
Views on mobile devices have hit spectacular numbers with a 46% surge from a year ago, and Ooyala expects almost 60% of all video views to be on mobile devices by Q1 2017.
For APAC viewing habits, smartphones make up the bulk of AVOD consumption at 49%, with tablets coming in at 9% for mobile viewing, while desktops came in less than half at 42%.
Desktops have now been relegated to mostly watching short-form content (0-5 minutes) too, with 62% of APAC viewers doing that, 28% higher than the global average of 34%.
Smartphones reign supreme for long-form content (20 minutes or more), with 52% of APAC viewers, 5% higher than the global average, despite the smaller screen size.
“We see a steady increase of premium subscription and ad-supported content coming over the top, and the consumer is determining which will be the winner. Based on our data and feedback from customers, we see the modern TV model evolving into one that involves both, a hybrid of SVOD and AVOD and accessible on every device,” said Jim O’Neil, principal analyst and strategic media consultant, Ooyala.
“The bottom line is TV of the future will not be anything like the legacy TV market we all grew up with,” he added.
As TV faces an evolution with over-the-top players spending more on content, the numbers are clear about the shift away from traditional TV broadcasting, the question still remains whether TV can change fast enough to keep up.