How will your AVOD service perform across the globe? New Q4 Global Video Index reports

By Jim O'Neill on Mar 14 2017 at 7:45 AM
Everyone watches online video the same way, right? Nope.
 
Ooyala’s Q4 2016 Global Video Index found that a publisher’s ad-supported content that’s distributed globally has a different – sometimes radically different – viewer profile depending on the region in which it’s watched.
 
This quarter, in addition to our regular data pulls for the Video Index, we compiled data from several major publishers that all have significant viewership in North America, Latin America, EMEA and Asia-Pacific of their AVOD content, including general news, health news, sports news and entertainment.
 
We expected to see North America – the most developed OTT market – take the lead in mobile plays, especially as smartphones and tablets appear ubiquitous in the United States and Canada.
 
Surprisingly, North America had the lowest percentage of plays on mobile devices, just 50%.
The leader? EMEA with a whopping 60% of plays on mobile devices, followed by APAC at 58% and LatAm at 56%. EMEA also had the highest percentage of plays on tablets, better than 12%.
Overall, mobile plays for that content reached 56%, with 45% occurring on smartphones and 11% on tablets.  
 
That developing markets like APAC and LatAm see a higher number of mobile plays isn’t really all that surprising. Mobile devices often are the first – and sometimes only – screen young Millennials in those regions have at hand.
 
EMEA’s high number of plays on mobile devices can be traced to the popularity – and high penetration – of tablets in the region. Nearly two-thirds of households in the U.K., Netherlands and Norway have tablets, and penetration in Denmark, Ireland and Sweden stands at 62%, just slightly above the region-wide penetration of 57%... the highest in the world.
 
Of course, AVOD is just part of the story.
 
The past quarter also saw continued growth in mobile of all types of content, taking mobile plays to 54% of all plays… the most ever in a single quarter. Mobile plays topped 56% in November and 58% in December, pointing to even more growth in Q1 2017.
 
Despite the increase of plays on mobile devices during the quarter, long-form content was most often consumed on the largest screens available, a constant since the Video Index debuted in 2011.
 
But, despite studies that suggest screen size on smartphones are too small to allow regular consumption of long-form and mid-form content consider this: In Q4, long-form content made up more than 47% of time watched on smartphones, with mid-form content adding another 13%. Snackable, short-form content shorter than five minutes? Just 40% of time watched on mobile devices.
 
Those numbers are in line with ComScore reports that say consumers regularly stream Netflix content to their mobile devices, including half of Millennials, more than a third of Gen X subscribers and 30% of Baby Boomers.
 
For more insights drawn from data collected by Ooyala, download the Q4 2016 Global Video Index here.
 
Stay tuned.
 
Follow me on Twitter @JimONeillMedia and on LinkedIn
Posted in: 

READ THESE NEXT

Q1 2017 Global Video Index: Long-form moves center stage
Ooyala News, Video Index
Q1 2017 Global Video Index: Long-form moves center stage
Jun 13 2017 11:30 AM

Consumers in APAC watched 11% more video on mobile devices than those in North America, according to Ooyala’s Q1 2017 Global Video Index, a variance that shows that there’s little homogeneity in how content is consumed globally and underlines the need for solutions that don’t follow a one-size fits all strategy.

Video Index
How will your AVOD service perform across the globe? New Q4 Global Video Index reports
Mar 14 2017 7:45 AM
Everyone watches online video the same way, right? Nope.
 
Ooyala’s Q4 2016 Global Video Index found that a publisher’s ad-supported content that’s distributed globally has a different – sometimes radically different – viewer profile depending on the region in which it’s watched.
 
Ooyala’s Q3 2016 Global Video Index: Longer content migrating more rapidly to mobile
Video Index, Mobile, EMEA
Ooyala’s Q3 2016 Global Video Index: Longer content migrating more rapidly to mobile
Dec 08 2016 8:00 AM

There were more video views on mobile devices in Q3 than on any other device, continuing a growth trend that began with the earliest iterations of Ooyala’s Global Video Index. But it’s the kind of video that viewers are watching on mobile devices that we found most interesting in Ooyala’s Q3 2016 Global Video Index.

Ooyala Q1 Video Index: SVOD vs. AVOD engagement; the QoE impact
Video Index, Research, Ooyala News
Ooyala Q1 Video Index: SVOD vs. AVOD engagement; the QoE impact
Jun 16 2016 1:45 PM

A 22% increase in the amount of premium video inventory available programmatically in Q1 helped drive a 74% increase in paid ad impressions, according to Ooyala’s Q1 2016 Global Video Index.

The report also found a 13% increase in private marketplace CPMs during the quarter, one which traditionally falls off following the Q4 holiday season.