Online video audiences find live video far more engaging than on-demand video delivered over-the-top, per the latest report [download page] from Ooyala covering Q2 activity, and that preference tends to increase alongside screen size. While tablet viewers spent nearly 4 times longer watching live video than on-demand during Q2, PC viewers spent about 15 times longer, and connected TV users 10 times longer. All told, audiences streamed live video on PCs for 41 minutes per play during Q2, and for 44 minutes per play on connected TVs.
Tablet TV viewers spent less time – 15 minutes – per play during Q2, although that was 4 times longer than the time they spent watching video on-demand. Mobile phone audiences watched live video for almost twice as long as they did on-demand video.
The study contains a host of interesting data surrounding online video viewing habits. Some of the key statistics are highlighted below:
- Mobile viewers spent more than 20% of their time streaming content over an hour in length, while tablet viewers spent almost one-third of their time with content of that length.
- Mobile video plays peaked on Friday and Saturday nights between 8 and 10PM.
- Tablet video views reached their peak on Friday night. Most views during the week occurred in the 9-10PM time slot, although there was a consistent spike in viewing observed at 7AM.
- Mobile and tablet viewing combined represented 13% of all online video plays, up from roughly 10% in Q1.
TV viewers are less convinced about the superiority of programs found on premium channels, though: only 4 in 10 agree that the shows on pay cable TV (such as HBO and Showtime) are better than basic cable shows (on channels such as FX and AMC).
Premium channels appear to be under fire from over-the-top (OTT) options such as Netflix, with its original programming possibly seen as an alternative to premium cable. Indeed, recent research from GfK suggests that Netflix users are watching less premium cable as a result of their subscriptions. Moreover, a study from Centris Marketing Sciences found a dip in the number of households with children subscribing to premium channels during Q2.
While Centris also saw a rise in the number of those households subscribing to OTT options, the Harris survey results indicate that only one-third of TV viewers find themselves watching more and more TV via streaming, with more than 6 in 10 disagreeing that that was the case.
Separately, the Harris Poll looks at the types of shows that are most popular with Americans. Asked the 2 types of shows they would say are their favorites, respondents pointed to comedy! /sitcoms ! (39%) and detective/crime shows (32%) first, followed by news (24%), drama (23%) and reality/competition (19%).
The TV advertising market continues to grow, both within the US and around the world. And more and more Americans are watching a greater number of online video ads. But when asked the most important service or option for how they want their future TV or video experience, a leading 10.7% share of TV viewers from around the world said they want that experience to be free of ads, according to a study from Ericsson Labs.
The study was conducted among around 15,000 respondents (1,000 per country) aged 16-59 in 15 markets: Brazil, Canada, Chile, France, Germany, Italy, Mexico, Russia, Spain, South Korea, Sweden, Taiwan, UK, and the US. All respondents were required to have a broadband internet connection and watch TV/video on a weekly basis. Almost all use the internet on a daily basis.
The study results indicate that ad-free video content is more important to the future video experience than any other single service or option, including time-shifting and on-demand (9.8%), à la carte TV-/video content (7.7%), and – somewhat surprisingly – TV/video content on all devices (5.9%). Advanced functions such as accessing or watching different camera angles (2.1%) and interactive TV (2.1%) were deemed critical to the fewest number of respondents.
Video publishing platform Ooyala recently published its Q1 2012 state of online video report. The company powers videos for more than 1,000 online publishers, and collects anonymized viewing data from more than 200 million unique users per month. So it’s got a pretty good grasp on the state of online video.
Here are several important trends the report points out.
Longer videos. Viewers are watching longer videos on all devices, but especially on mobile devices. Long-form content, which they define as more than 10 minutes long, now accounts for 41 percent and 46 of time watched on smartphones and tablets, respectively.
Likewise, time watched per video video play increased 37 percent and 58 percent in the first quarter on smartphones and tablets, respectively:
Huge growth in mobile video share. Mobile video gained a huge share of overall time spent watching videos in the first quarter. Smartphones gained 41 percent, while tablets grew 32 percent.
Tablets’ share of overall time spent watching videos spikes after 6 p.m., as people get home from work and begin using tablets:
Smartphones’ share of overall time spent watching video also rises in the mornings and evenings, but the increase is less dramatic than tablets. Ooyala believes mobile video is not eating into traditional television, but consumers are using them as second (or third) screens.
(Note: Ooyala uses mobile to mean smartphones.)
High engagement on tablets. Tablets have a very high level of engagement (defined as percentage of viewers who finish 75 percent of the video). For long-form content, 30 percent of tablets viewers were engaged, just below connected TV viewers at 34 percent:
Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.
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