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. (You can download a free copy of the Q1 2017 Global Video Index here for additional insights.)
Mobile plays in APAC made up 61.4% of all video plays, compared to just over 50% in North America, numbers that have increased in every quarter since 2011.
For video providers in every region (EMEA saw mobile plays make up 54% of all plays and LatAm, where mobile plays topped 56%) it’s clear that mobile is pivotal and should remain an idée fixe when it comes to how you go to market. But, as much as you need to pay attention to the similarities of global OTT consumption, you need to spend an equal amount of time learning about the differences. That’s where data is critical.
On a global basis, one of the more interesting things we saw develop this quarter was a significant increase in the amount of time spent watching long-form video, content greater than 20 minutes. For the first time ever, long-form made up the majority of time watched on every device, from smartphones (where 55% of time watched was on long-form) to tablets (81%) to computers (65%) and connected TVs (98%).
That trend has taken a while to develop partly because different demographics adopted mobile screens at different paces and partly because premium content’s path to market has been varied. (Amazon’s deal for Thursday Night NFL Football, for example, could create a whole new class of tablet users.) While many families still gather for some time together in the living room or den for an evening of television, what’s being watched often is as varied as a family’s make up. Mom (or dad) often gets the biggest screen, with the kids watching other content on a portable screen, often a tablet or smartphone.
For content providers, for example, that means looking at ways to make sure navigation and discovery on smaller screens are as easy as they are on bigger ones. For brands, it’s identifying the best way to reach a diverse audience on multiple screens.
Jim O’Neill is Principal Analyst and Strategic Media Consultant for Ooyala. You can follow him on Twitter @JimONeillMedia and on LinkedIn