Despite trailing in worldwide smartphone market share, iOS continues to spank Android when it comes to viewers watching online video, Ooyala’s just-released Q1 2014 Video Index reveals.
While Android smartphone shipments are outpacing iOS 82% to 18%, Apple devices still grabbed the lion’s share of video plays in the quarter, some 64%. iOS ruled the video roost in North America, where iOS video plays outstripped Android 60% to 40%; iOS also owned the market in APAC (a whopping 82% to 18% margin) and in EMEA (55% to 45%). In Latin America, however, Android edged iOS 53% to 47%.
Regardless of the operating system, however, it’s clear consumers continue to migrate to mobile devices to consume online video.
Ooyala said mobile devices showed a CAGR of 152% since 2012, and in the quarter showed year-over-year growth topping 133%. Mobile and tablet viewing represented nearly one quarter (21%) of all video views in the quarter, compared to just more than 9% in Q1 2013 and 3.4% in Q1 2012.
While most mobile views was of short form content, viewers spent more time with long-form video. In fact, viewers showed a marked propensity for long-form video with more than half of all online video viewing time – on all devices – being spent watching videos longer than 10 minutes in length.
As expected, users of connected TVs spent 61% of their viewing time with videos longer than 30 minutes; 39% of that time, sessions were at least an hour long.
Another area of consistent growth was the dominance of live content over video on demand.
Based on average time per play, tablet viewers watched live video three times as long as VOD, mobile viewers about twice as long and connected TV viewers watched live video an average of nearly 60 minutes per play, 11X more than VOD.
“We see the acceleration of mobile video consumption happening globally, as consumers in every region adopt mobile and tablet video faster, and interact with it longer,” said Ooyala CEO Jay Fulcher. “These insights validate the tremendous opportunity for broadcasters and publishers to tap into additional multiscreen revenue streams, grow and maintain loyal audiences across all devices, and build a fundamentally better video business.”
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