Millennials Ensure 46% of Video is Consumed Via Mobile
According to the latest report from Ooyala, 46% all of video plays in Q4 2015 were on mobile tools such as tablets and smartphones. In fact, tablet and smartphone video consumption increased 35% in the past year and have raised 170% since 2013. Well, video promoters might presume that mobile tools are driving the trends in the digital video commercial business. But, it’s really the Millenaries who are making use of these mobile tools who are powerfully driving the action in Easy Webinar .
Ooyala names the Millennial generation the “Cord-nevers….the mobile-first generation”, and states that they are a “distinctly global generation, sharing more parallels than generations before them, and they’re driving us to a digital homogeneity that is clearly mobile.”
An example, Millennials are substantially alter assignation models by tool and long-form video:
- In a row for the second quarter, 69% of all videos viewed on smartphones were under 10 minutes long. On the flip side, it means that approximately one-third of smartphone videos viewed were longer than 10 minutes — Millennials are at it again.
- Larger screens go on to take the lion’s share of video watches for content up 10 minutes long, with that format taking up 74% of all video viewed on connected TVs (CTV) in the fourth quarter.
- Tablet make use of content 10–30 minutes in length increased for the third consecutive quarter to 21%, the most of any tool for content of that length, pointing out that the tools keep on a favorite of users viewing episodic television.
Share of Mobile Video: 2084% Grow in 5 Years
Well, what should video promoters do so that these trends harness? So, few things have been as continuous in the past four years of the digital video revolution as the rise of mobile video consumption around the world. Like Ooyala’s report shows, the fourth quarter of 2015 was no changed. Like I talked about above, mobile video plays grew 35% in the quarter to approximately 46% of all plays, upward from 34% a year ago; over the past two years, plays on mobile phones and tablets are upward 170% from 17% in 2013. Need a bigger number? How about this: Mobile video plays (smartphones and tablets joined) have a compound annual growth rate (CAGR) of more than 116% since 2011. That pushes the share of mobile video plays up a stunning 2,084% over the past five years.
Smartphones Driving Mobile Video Expenditure
Of course, the biggest driver of mobile video expenditure has been the smartphone, which is regularly used more ussually than tablets. In Q4, video was played on smartphones much more than 6X as often as on tablets. A year ago, smartphone plays outnumbered tablet plays approximately 5X. Cisco, in its latest Visual Networking Index, forecast a further 8X climb up of mobile traffic by 2020, saying it expected video to comprise 75% of all Internet traffic by then.
Some years ago, it seemed in trend to question whether (name the big TV event) would produce enough traffic to “break the Internet.” An Olympics, a World Cup and a Super Bowl later, it’s clear the technology that takes the Internet occur is more than enable to adjust to grew demand. Now, of course, the “new” trouble is “how will mobile networks survive?” Stimulatingly, before 4G LTE networks have still become abundant, a number of operators previously are ramping up trials of 5G networks, which have a reported 10X to 100X the capacity of the existing 4G networks. Cisco also said it expects global mobile network speeds to more than triple to 6.5 Mbps by 2020.
The Bigger the Screen the Better
Some 50% of all video watchs were mobile in Q4 and – although its growth may be slowing – it will go on for years. For content owners, the certainty is that viewer of you is gradually moving away from you, changing in one that demands best content of you anywhere, on any tool and at any time. Best bet of you? Get that watching experience as easy, hassle-free and adaptable as you can. But wait, there’s more!
There’s a common cliché in industry of us that talks the bigger the screen, the better. So, it might be cliché, but it’s also true. According to Ooyala’s latest report, the biggest screens, connected televisions, have seen share of time of them viewed for content longer than 10 minutes grow gradually over the past year. From Q1’s 43%, to Q2’s 53%, Q3’s 71% and Q4’s 74%, a growth of more than 72% over 12 months. On tablets, meanwhile, the share of time watched for the same content has declined faintly to 54% in Q4 from 55% in Q3 and 59% in Q1. Computers had a share of time watched of 38% for content longer than 10 minutes, fundamentally flat for the quarter; the share has been vacillating between 35% and 40% for the whole year. And mobile phones rang up a share of time viewed of 31%, the same as in Q3.
Computers’ share of time viewed for 0 to 3 minutes was 43%, followed by mobile phones (40%), tablets (24%) and CTVs (20%), reinforcing watching trends that have been in place for several quarters. In other words, small screens and computers keep on the screens of choice for video vignettes, movie trailers and content as music videos.
But mobile phones kept on the tool of choice for viewing short video content under 10 minutes. For the second quarter in a row, 69% of all videos viewed on smartphones were up 10 minutes long, a slight growth since the beginning of 2015. Tablet share of time viewed for content 10-30 minutes in length increases for the third consecutive quarter to 21%, the most of any tool for that length of content. Computers also grew share of time of them viewed for longer content over 30 minutes. It was the third consecutive quarter of increase for computers.
Brands Need a ‘Mobile First Strategy’
Current research tells Millennials are twice as possible to be focused on video they view on mobile tools of them as they are on video spent on a TV. That’s a message brands need to know and embrace: You might be enable to reach viewer of you of today – Gen Xers and Baby Boomers – through traditional media, but to reach future clients of you, the sellers who will construct business of you, you need a mobile-first plan that can be executed at scale.
Content go on flowwing online and to all tools. Increasingly, much of it is long-form premium content that, at the demand of clients, is being delivered over the top. Everything from episodic TV to longer dramas, movies, news and sports has become steady fare online. Till, a huge amount of short-form content is being consumed on mobile tools, an almost made-to-order delivery system that better matches up with modern lifestyles.
The price of data is coming down, and operators increasingly are creating new methods to deliver more content without eating up subscribers’ data. U.S. operators AT&T and Verizon, an example, are experimenting with sponsored content, where content owners pay to offset a user’s data spending, and SVOD companies as Netflix keep on developing bandwidth-saving codecs to better compress content, again being sensitive to audiences’ pocketbooks.
Like more quality content comes online from broadcasters, through operator initiatives and from content owners going direct to consumers, competition for eyeballs will ramp up and “easy” appointment will fade away. Now, more than ever, data and predictive analytics will be crucial to measuring audience engagement and minimizing churn.