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38% of Video Plays Now on Phones and Tablets: Ooyala Report

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The share of online video plays from mobile devices grew to a new high of 38 percent, announced online video platform Ooyala in its Q4 2014 Global Video Index. Online video plays overall continue to rise, but mobile has been rising faster than average for many quarters now, resulting in a growing mobile share. Q4 is traditionally a strong time for mobile viewing, Ooyala notes, and Q4 2014 showed a strong surge. In fact, mobile views for December alone showed a 15 percent increase from November. December also showed a 114 percent year-over-year increase.

Tablet viewers are largely choosing long-form videos, Ooyala finds. During Q4, 70 percent of all video watched on tablets was over 10 minutes in length. For content over an hour in length, viewers overwhelmingly choose connected televisions: 41 percent of the time spent watching connected TV is spent watching content over an hour long.

Since Ooyala acquired ad management company Videoplaza in October 2014, the report now includes advertising data from European publishers and broadcasters. Broadcasters see ad completion rates of 87 percent, the report says, while publishers get 71 percent completion.

"One thing is clear: as video becomes more mobile, and as a dizzying array of options and a dizzying array of programming makes competition for audiences increasingly stiff, data will make all the difference for any provider looking to build highly engaged audiences across all screens while maximizing revenue for each and every video view," the report says.

The full report is available for free download (registration required).

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