Ooyala’s Global Video Index: Change in viewing habits accelerates

By Jim O'Neill on Dec 11 2013 at 8:00 AM

We like movies at Ooyala. In fact, all of our meeting rooms carry names associated with an array of well-know (and some not-so-well-known) titles. With that in mind, a little pearl of wisdom from one of my favorite movie characters, Gordon Gekko (Wall Street, 1987): “The most valuable commodity I know of is information.”

Well said, Gordo.

Ooyala today rolls out the latest iteration of our Global Video Index; Q3 2013 is the ninth version of the quarterly report launched in November 2011. Like its predecessors, the newest version is chock full of information about the viewing habits of some 200 million unique users in 130 countries, and can help identify and explain the rapid changes that are happening in the video industry and among users.

The big news from this edition:

Mobile and tablet share of online video viewing has more than doubled in the past year. The 133% year-over-year growth is being driven by consumers’ insatiable appetite for content, increasingly long-form video that is at the heart of the evolution of the video ecosystem.

The Index showed a rising number of viewers are watching long-form, premium streaming media on all connected screens.

Tablet viewers, for example, spent 25% of their time watching video more than an hour long; connected TV viewers spent nearly one third (31%) of their time watching videos longer than one hour.

That change in how viewers want their video served up means media publishers will need to adopt a forward-thinking, multi-screen video strategy to reach connected audiences on all screens.

As David Poltrack, chief research officer for CBS, this week told the annual UBS Global and Media Communications Conference in New York: The network is experiencing a 40% overall increase of online viewing of its programming.

“Changes that have occurred in TV viewing in last two years are more significant than changes that have occurred in the past 20 years,” said Poltrack.

Also drawing more online viewers: Live video, specifically live linear streaming, breaking news, live sports and special events online.

In fact, audiences streaming video over the top watched live video for more than 46 minutes per session, on average, last quarter.

How viewers are watching video is changing rapidly, with some audiences becoming moving targets.

Zeroing in on those moving targets is critical for content owners and publishers hoping to maximize revenues from their premium assets.

Big data can help, especially when it can be presented as insights that can drive the decision-making process… and help assure success.

There’s more in the report. Download a free copy of Ooyala’s Q3 2013 Global Video Index.

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