Brightcove Launches New Quarterly Video Index Report, An In-depth Analysis of Consumer Behavior at the Root of OTT Growth
Global data shows that more than 50% of video views begin on mobile devices
Mobile consumption surges
The report findings show that 53% of global video views begin on mobile devices, smartphones, and tablets, taking away share from traditional desktop computers. Smartphones saw the highest growth, to 45% from 38% only one year ago. In emerging markets, especially
“Leveraging mobile video continues to be crucial for OTT providers, as they look to not only reach younger viewers – who traditionally have been mobile first – but also older viewers who have discovered that mobile video is a convenient way to consume content outside the home,” said Jim O’Neill, Principal Analyst,
iOS vs Android
The dominance of iOS on mobile devices has eroded in the past year with video viewed on Android devices are now more prevalent in four regions, versus iOS devices dominant in only three. Globally, Android smartphone share has increased to 68% from 59% one year ago, with iOS remaining dominant for tablet plays. Android use is highest in APAC, where 92% of video plays are on Android phones and tablets.
Engagement patterns by device
Continuing a recent trend, long-form video (21-40 minutes) and ultra-long-form video (41+ minutes) saw faster growth in the share of “time watched” on every device, from connected TVs to smartphones. Ultra-long-form content took the highest total share of “time watched” across all devices, despite short-form video (0-5 minutes) having the highest number of assets published.
The increasing quality of delivery to mobile devices, cheaper data plans, and more affordable Android smartphones from
“Mobile is no longer dominated by snackable content – instead, it provides a multi-course meal to consumers,” O’Neill said, “At the
For more insight into the OTT industry and video consumer behavior, download the full Video Index Report here: www.brightcove.com/en/video-index
About the Global Video Index
The Global Video Index aggregates anonymous data from Brightcove’s media customers globally. The report covers worldwide data trends, as well as break through regional trends for the
Brightcove, PR Manager