“Online video distribution continues to redefine television around the world,” said Bismarck Lepe, cofounder and president of products for Ooyala.
For those users that have a TV set connected to the Net (via connected TV (CTV), game console (GC), or other OTT device), 94% of their online video viewing time was with long-form videos. More than 40% of viewing time was for videos an hour or longer. Tablets are rapidly becoming the mobile device of choice for watching long-form videos, passing smartphones and desktops in the last few months in terms of the time spent watching online videos. More than 70% of tablet viewing was of long-form programming, up from 46% of viewing time in Q1 2012. A full 30% of tablet viewing time was of videos at least an hour long.
"Break engagement down by device and content length, and the same engagement patterns emerge. The most engaged viewers are watching on tablets and connected TVs and gaming consoles."The results suggest a promising future for online delivery of "high-end" video content. Diffusion of connected devices that can bring streamed high quality content to your TV (CTV/GC) or your lap (tablets), along with improved high-speed broadband connectivity, are providing audiences with increased options. Studies like this are showing that use of those viewing options is growing, and becoming a viable alternative or substitute for traditional content delivery media. There's also suggestions here that the connected/tablet options can be as engaging to the viewer - and valued enough that 1 in 4 tablet owners subscribe to a premium content service while online video advertising revenues are growing around 50% annually. This suggests that there's money to be made in promoting connected devices and putting your content online.
Sources - Tablets Become Second TV, Viewers Watch Longer Videos More Frequently, VidBlog
Tablet TV Takes Off, VideoMind
Ooyala Releases Global Video Index, VideoMind (Ooyala blog)
Access the report at Ooyala Global Video Index site, and grab the infographic here