Tablet And Mobile Phone Video Viewing Share Increases by 100% in 2012

Photo by Pete Prodoehl via Flickr Creative Commons

Tablet TV continued to surge as mobile, social and video converged on a growing number of smart screens built for personal media consumption. Ooyala measures the anonymized viewing habits of nearly 200 million unique viewers in 130 countries every month.

Data from this report reveals the share of tablet video viewing more than doubled last year. People streamed more movies and TV shows through game consoles than ever before. Microsoft reported that Xbox users spend more time watching video than playing games on the device. New findings in this Video Index show how viewing patterns on gaming systems and Smart TVs change seasonally.

The amount of time viewers spent watching short-form videos (Video less than 10 minutes) on Connected TVs and Gaming Consoles (CTV&GCs) increased in November and December, months when people purchase, gift, and test-drive new TV tech. The average share of short-form content watched on Connected TVs and Gaming Consoles was 8% from July 1 to October 31, 2012. From December 25 to 27, the average share of time spent watching short-form video jumped to 40%—a 500% increase.

Tablet video usage also increased noticeably on Christmas Day. Tablet video viewers watched 5.33% of all online video consumed on December 25, 2012—up from a fourth-quarter average tablet share of 3%.

This is an opportunity for marketers to promote their products and services via video channel. However, the  best frequency and time slot yet remains to be determined. You never know if 2013 may become the year of tablets.

The way people watch TV is changing. There are more videos being watched on more tablets and smart phones than ever before. The share of tablet video viewing increased 110% in 2012, while the share of mobile online video viewing grew by 87% last year. Measured together, the share of all hours spent watching online video on tablets and mobile phones grew 100% in 2012. Tablet and mobile video share grew from 4% in January to 8% in December.

While the percentage of time spent watching short and mid-form videos increased across all device categories last quarter, connected viewers still spent a significant percentage of their time viewing long-form videos (more than 10 minutes) online in Q4.

82% of the total online video viewing time on Connected TVs & Gaming Consoles (CTV&GCs) was spent watching long-form video content.


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