1 in 4 Tablet Viewers Pay to Watch Online TV Content

By Adam Sewall on Jun 19 2012 at 9:00 AM

Ooyala has long seen evidence that suggests viewers love watching video on their tablets. We arrived at this conclusion after analyzing billions of daily analytics events and the anonymized viewing habits of nearly 200 million unique monthly users around the world.

But don't take our word for it. ComScore recently released a report that found the majority of tablet owners are watching online videos on their devices. Over a three-month average ending April, 53 percent reported watching content on their tablets at least once a month, and 10 percent said they do so everyday. ComScore attributed this to the larger screen being more conducive to entertainment. Viewers are three times more likely to watch videos on tablets than "their smaller-screen cousins," comScore found. (In fact, following Apple’s release of the newest iPad, the amount of videos watched on tablets increased 26 percent, something Ooyala’s Video Index calls the iPad effect.)
The report's most interesting statistic: One in four tablet owners who watch at least once a month pay for video content, "highlighting the tremendous monetization potential this platform represents for content provider." 
Who are these tablet owners? Most of them fall in the 25-44 age range, and about three in five tablet owners lived in households with at least $75,000 in annual income. The 65+ crowd is also 28 percent more likely to use tablets than smartphones.
The demographics and high tablet engagement further reinforce a mantra of ours: To reach more eyeballs, online videos need a tablet (and greater TV everywhere) strategy.


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