Smartphone video starts topped 50 per cent globally for the first time, a 13.2 per cent year-over-year change and the largest in five quarters, per Ooyala’s Q2 2018 Global Video Index Report.
Despite a temporary levelling-off in the first quarter of 2018, video plays on mobile devices (tablets and smartphones) surged 9.8 per cent globally in the second quarter, exceeding 62 per cent of all online videos for the first time.
Ooyala principal analyst Jim O’Neill said: “We see the Q1 pause in mobile video’s rapid growth curve as a normal transition as consumer habits and content creators’ initiatives get in alignment.
“Q2 represented a reignition of mobile-video consumption coinciding with new content initiatives, season-finale TV events and sports-season finales.
“More content creators, seeing the trend toward greater long-form video consumption on mobile devices — a trend we’ve been noting since last year — are now developing content concurrently for multiple platforms and are transitioning beyond snackable mobile-only content,” O’Neill added.
Regional Mobile Video Viewing Trends
● In North America, mobile plays increased to 56 per cent of all video starts, up 4 per cent year-over-year and up 14 per cent since Q2 2016; mobile starts in North America have exceeded 50 per cent for eight quarters; long-form time watched on smartphones topped 75 per cent;
● In the Europe-Middle East-Africa (EMEA) region, mobile video hit 54 per cent of all starts, up from 49 per cent a year ago
● Mobile video’s share of all plays in the Asia-Pacific (APAC) region was 74 per cent — the highest ever, and up 64 per cent in two years
● Latin America’s (LatAm’s) mobile starts topped 65 per cent, an increase of 20 per cent year-over-year and 38 per cent over two years.
“We’ll see a massive uptick in Q3 as more fans watch NFL games on their mobile devices, and, just as legacy TV networks use NFL games to drive traffic to other television content, this promises a spillover effect for other genres of mobile content,” O’Neill concluded.
“Content owners and distributors need to take advantage of this unprecedented period of demand to pivot into treating technology operations much as manufacturing-based industries treat manufacturing operations.
“The move to a ‘content supply chain’ is a fundamental, data-driven change transforming the media industry.”
The full Ooyala Q2 2018 Global Video Index Report can be found here.
A new report shows the need for brands and organisations to rethink their approaches to marketing and communications content in a post-pandemic world. The new report, titled Future of Content and part of opr’s Futures series, takes an in-depth look at the changing way audiences find, consume, make and share content in Australia and around the […]
Are Media has announced the appointment of a new chief executive officer to replace Brendon Hill. Jane Huxley is the new CEO and starts with Are Media on Monday 26 April. Huxley is a highly experienced executive with a background in digital and technology businesses. Most recently Huxley was the regional managing director for Spotify, […]
Expedia has announced a new brand direction as the world prepares for the return of travel demand. The online travel giant’s new global positioning is grounded in the understanding that who you travel with matters, and comes after months of customer research. From an updated look and feel to enhanced product offerings, Expedia is looking […]
Equity Mates Media, the number one finance and investing network for young Australians, has joined the Acast Creator Network. Its five podcasts, which are some of Australia’s favourites, will now be hosted and distributed by the creator-first podcast company Acast. Equity Mates Media was created to give everyday people the inspiration, information and confidence to […]
After an unprecedented year of challenges, iStock research has shown that Australians and New Zealanders are increasingly expecting businesses to communicate with greater empathy, both in terms of a brand’s language as well as its visuals. Celebrated globally on April 22, Earth Day presents a timely opportunity for businesses to put empathy into practice, iStock […]
Pinterest and Shopify have announced the expansion of their partnership to 27 additional countries. The partnership will provide more than 1.7 million Shopify merchants around the world with an easy way to bring their products to Pinterest and turn them into shoppable Product Pins to be discoverable across the platform. With the evolution of the […]