Save your FREE seat for Streaming Media Connect this August. Register Now!

Ooyala Report Compares Subscription and Ad-Based Video Services

Article Featured Image

Subscription video-on-demand (SVOD) and ad-supported video-on-demand (AVOD) services are both taking off with viewers, but which brings the biggest monetary returns for content owners? The latest Ooyala Video Index report takes on that subject, finding deep differences in how viewers engage with content.

Where people view on-demand video varies greatly by the length of the program. Viewers overwhelmingly watch long-form content (programs 20 minutes or more in length) on their connected TVs, choosing longer videos 92 percent of the time. Tablet viewers show an even split between long-form and short-form (content under five minutes). Phone and PC viewers, on the other hand, show a strong preference for short-form video.

Since SVOD content is almost all long-form, it's almost always watched on a TV screen, while AVOD content varies more in length and in where it's viewed: Long-form AVOD content is largely watched on TVs, while short videos are watched on phones, computers, and tablets.

Ooyala says there's no clear return on investment (ROI) winner between SVOD and AVOD, but recommends that content owners take a hybrid approach and even include transactional video-on-demand (TVOD) to reach as many customers as possible.

The full Global Video Index Q1 2016 is available for free download (registration required). It also looks at programmatic advertising, the use of ad-blockers, and how quality of experience improves engagement.

Streaming Covers
for qualified subscribers
Subscribe Now Current Issue Past Issues
Related Articles

Long-Form Rules: Long Video Now Leads on Every Size Screen

Previously, mobile viewers spent more time watching short-form videos. That's no longer the case as even phone viewers go long.

Mobile Devices Now Make Up 51% of Video Views: Ooyala Index

The Q2 report finds big changes in the tablet market: While iPads used to own a large majority of tablet video views, Android tablets are gaining ground.

Video Publishers Expand With Social Platforms, Finds Ooyala

With 8 billion daily video views, social networks like Facebook and Snapchat are too big to ignore, but they threaten to reduce website value.

Ooyala Debuts Flex, a Logistics Solution for Video Production

Formerly known as MioEverywhere, Ooyala Flex helps shepherd broadcast and online video assets through the production process.

Ooyala Promises Faster Performance With HTML5 Video Player

With multi-device support and an open framework that connects to multiple ad services and analytics platforms, this player is designed to be a time-saver.