Mobile devices garner the most video views for advertising video-on-demand (AVOD) services with global distribution, a new study has revealed.
According to Ooyala’s Global Video Index for the final quarter of 2016, mobile now represents 54 per cent of all online viewing and is projected to hit nearly 60 per cent in the first quarter of 2017.
The report explores a number of large AVOD customers across sports, news, and entertainment distributing ad-supported video in every geographical region.
Internationally, mobile devices (a mixture of smartphones and tablets) represent 56 per cent of all AVOD video views.
Smartphones make up a large majority of AVOD consumption at 45 per cent, whilst desktops are at 44 per cent with tablets take the remaining 11 per cent.
Regionally, the study concluded that:
In APAC, mobile AVOD viewing trends slightly higher than the global average at 58 per cent.
EMEA sees the highest mobile AVOD viewing at nearly 60 per cent, with tablets having the highest consumption than any other region at 12 per cent.
In LATAM, mobile represents 56 per cent of all AVOD viewing.
In North America, AVOD viewing on mobile devices lags the most at nearly 50 per cent (6 per cent behind the global average and nearly 10 per cent behind EMEA). The report noted that this is due in part to the maturity of the market and more users using a wider range of devices, particularly connected TV.