More than 44 percent of all video views occurred on a mobile device during Q2 2015, according to Ooyala’s Global Video Index, representing a 74 percent increase year over year.
At six percent, the mobile video growth rate for the second quarter of 2015 was the most modest since Q4 2012, when mobile video views increased only five percent. The video metrics firm still believes mobile will account for more than half of all video plays by the end of 2015.
The second quarter saw mobile video plays exceed 44%, up 74% from a year ago and up a whopping 844% since Q2 2012. By the end of 2015, we expect mobile to account for more than 50% of all video plays. Ooyala Q2 Global Index Report
Ooyala says mobile continues to gain much traction (the compound annual rate for mobile video plays has reached 111 percent during the last three years), but the law of large numbers proves that as rates continue to go up, double-digit growth will likely subside.
Tablet And Smarthphone Video Trends
Ooyala also broke down video plays by length of content and found videos that exceed 10 minutes are more likely to be viewed on a tablet or connected TV over desktop, with tablets used 57 percent of the time, connected TVs 53 percent of the time and desktop 40 percent.
All three — tablets, connected TVs and desktop — outpace smartphones when it comes to videos that run 10 minutes or more in length, with only 33% of long-form videos watched on a phone.
Short-form video — content that runs less than 10 minutes — is most often viewed on a mobile phone, with smarthphones winning 67 percent of all short-form video views.
Share Of Views By Device And Video Length
While ad completion rates were on the rise in Q2 2015, most of the growth was slight compared to Q1’s numbers. Tablets delivered the highest completion rates in Q2, reaching 92 percent for broadcasters (up from 89 percent in Q1), and 77 percent for publishers (up 10 percent from Q1, the largest jump of all ad completion numbers).
Video Ad Completion Rates by Segments and Devices
Ooyala’s Global Video Index report is based on video metrics from its more than 500 customers whose collective audience represents hundreds of millions of video viewers across the globe; the full report can be downloaded here: Global Video Index Q2 2015.
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