Asia Pacific leads the world in terms of video plays over mobile for the second quarter in a row at 64.4%, according to the third quarter 2017 Global Video Index study released by Ooyala.
The study by the online video technology company found that globally, more than 58% of video plays occurred on mobile devices in the third quarter of 2017. This represents the sixth consecutive quarter in which mobile devices accounted for more than 50% of all online video starts, with third quarter mobile-video starts growing 11.9%, compared to the same period in 2016.
The use of mobile devices to view long-form video continues to grow dramatically, the report also found, as long-form time-watched grew nearly 77% on smartphones and nearly 70% for tablets in third quarter of 2017 compared to same period in 2016, while medium-form video consumption continued to decline.
The study also found that more consumers are gravitating to mobile devices for viewing sporting events, capturing nearly 58% of users. Smartphones drew the largest segment with more than 46%, while tablet users attracted more than 11%.
The findings by the study showed that 18-to-49-year-old males tend to be the largest adopters of online video via smartphones, video was played on smartphones four times more than on tablets, mobile accounting for nearly 63% of all third quarter sports-video plays and mobile devices accounting for nearly two-thirds of all viewers of geo-blocked sporting events.
“Mobile is increasingly becoming the default platform for the consumption of online video. We are seeing the same trend for sports content as well. Asia Pacific is home to many sports fanatics, who want their content anytime, anywhere. The availability of live sports programmes over mobile is important and needs to be addressed in this market,” said Steve Davis, vice president and general manager of APAC and Japan at Ooyala.
“Specifically, Asia’s younger audience is primarily watching sports content on mobile devices. Content providers and operators need to evaluate if they want to approach this group differently from the Gen X-ers or Baby Boomers, and think about how they can monetise the experience for the next generation of sports fans.
The rest of the study can be found here.