Driven by adoption among younger consumers, half of all online video starts will come via mobile devices by the end of 2015, online video publisher Ooyala predicts in a new report that tracks global video usage trends.
Nearly half of all video plays came on mobile in the second quarter of 2015, with nearly eight times as many plays on smartphones as on tablets, Ooyala found in the Global Video Index Q2 2015, a report based on anonymized online video metrics from the company’s Ooyala’s base of more than 500 customers, which include Telstra (Ooyala’s owner), ESPN, Univision, Sky Sports, Foxtel, NBCUniversal, and RTL of Germany.
With respect to longer-form video (10 minutes or more), viewing by device was a bit more even – tablets (57%), connected TVs (53%), desktop (40%), and mobile phones (33%). For content running more than 30 minutes, connected TVs (52%) was tops, followed by tablets (36%), mobile phones (23%) and PCs (22%).
On the ad front, Ooyala found that 49% of all ad impressions for publishers were on mobile devices, up 11% from the previous quarter.
Broadcasters that streamed long-form premium content realized ad completion rates at or above 90%, Ooyala said.