SOURCE: Ooyala

September 12, 2013 00:01 ET

Ooyala Research Reveals New Patterns in TV and Video Consumption as Mobile and Tablet Viewing Explodes

The Global Video Index for Q2, 2013 Shows the Share of Online Viewing Occurring on Mobile Phones Increasing 41% Since January, With Live and Long-Form Content Dominant Even on Small Screens

MOUNTAIN VIEW, CA and AMSTERDAM, THE NETHERLANDS--(Marketwired - Sep 12, 2013) -   Ooyala, the leading innovator in video streaming, analytics and monetization, today released the Q2 2013 Global Video Index, which uncovers distinct patterns in the way people the world over migrate from one device to another throughout each day and week for video entertainment, sports and news.

Ooyala's data indicates that the continued growth in mobile and tablet viewing is driven in large part by increased availability of premium, long-form content, made possible by the adoption of more robust streaming and monetization tools among broadcasters and media companies. Ooyala has played a central role in fueling this adoption around the world, and enabling a new breed of personalized, interactive and lucrative video experiences on all connected devices.

The company will be demonstrating its range of cloud-based software and services this month at two major events for broadcasters, media companies and brands: IBC in Amsterdam, September 13 -17, and dmexco, in Cologne, Germany, September 18 and 19.

The new Global Video Index shows mobile phones and tablets remaining on pace to double their share of web-delivered video consumption in 2013, growing 28% and 18% respectively during Q2. Together, mobile and tablet devices accounted for 13% of all online viewing as of June 30, 2013, compared to just 8% at the end of Q4, 2012.

The full report reveals how a typical viewer consumes media throughout the day in an increasingly mobile era. For example, mobile and tablet viewing spikes early in the morning and throughout typical commuting hours, while PC video plays pick up in the later morning, and peak at midday. During the evening commute, viewers return to their phones and tablets, and PC video views decline sharply. And tablets become the "first screen" on the weekends, as people watch more tablet TV throughout the day. PC video views dip significantly on Saturdays and Sundays, compared to weekday streaming.

Also among the findings for Q2, 2013:

  • On mobile phones, people spent more than half their viewing time with videos longer than 10 minutes; and 20% of their viewing time with videos more than an hour long

  • Live video drives engagement: mobile audiences watch live video nearly twice as long as on-demand video; and the live-to-on-demand ratio is 15 to 1 for PC viewers, measured in hours

  • The number of mobile video plays surges between 8 and 10 pm, a time when many mobile devices are connected to Wi-Fi; and mobile video plays consistently peak on Friday and Saturday nights

  • Tablet viewing spikes early in the morning and in the evening each day, with views regularly peaking on Friday night

  • During the week, PC viewing rises steadily during office hours

  • There is a distinct converse relationship between PC and mobile viewing; demonstrating how viewers shift from one device to another between their time at home, during their commute, and at work

  • PCs are the only platform on which the majority of video plays are for content shorter than six minutes; with nearly two-thirds of plays being less than 10 minutes. However, measured in hours, videos longer than 10 minutes still made up the majority of time spent viewing video

"With the deep level of insight Ooyala provides, the concept of personalization becomes much more meaningful for broadcasters and for each individual in their audience," said Jay Fulcher, chief executive officer of Ooyala. "Data is power. These insights are incredibly powerful for programmers and advertisers, who can now deliver content and ads optimized for specific viewers, times, devices and locations. As mobile and tablet viewing explodes, we're taking personalization, and the targeting that comes with it, to a completely new level."

Additionally, the report analyzes a cross-section of 10 major European countries. Of note among these findings is a progressive trend in long-form video viewing. In the Nordics for example, half of all on-demand video streamed during the quarter was over 30 minutes long, compared with 18% in the U.S. And nearly 40% of all on-demand video is viewed to completion, representing a big opportunity to improve monetization through mid-roll ad insertion, and by offering more transactional video on demand (TVOD) and subscription video on demand (SVOD) content.

About Ooyala's Global Index Report
Ooyala's Global Video Index report measures billions of video analytics events each day. The company's industry-leading analytics technology and real-time big data architecture help broadcasters, media companies, operators and brands earn more money with mobile, multi-screen video.

About Ooyala
Ooyala delivers personalized video experiences across all screens and is a leader in online video management, publishing, analytics and monetization. Ooyala's integrated suite of technologies and services gives content owners the power to expand audiences through deep insights that drive increased viewer engagement and revenue from video.

Companies using Ooyala technology include Telstra, ESPN, Pac-12 Enterprises, Miramax, Bloomberg, Telegraph Media Group, Telefonica, The North Face, Rolling Stone, Dell, Sephora and Yahoo! Japan. Headquartered in Mountain View, California, Ooyala has offices in New York City, London, Sydney, Tokyo and Guadalajara, Mexico. The company works with premier reseller and technology partners throughout the Americas, Europe, Africa, Japan and the Asia-Pacific region. For more information, visit www.ooyala.com.

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