Brightcove Publishes Q3 Video Index Report; An In-Depth Analysis of Sports Video Consumption on OTT Channels
Connected TVs saw a 312% increase in views over-the-top for sports content, with the highest completion rates of any device.
Streaming Reaches New Sports Audiences
The Q3 Video Index report findings show sports content is steadily moving into a major role among streamers — with viewers watching on every device, in and out of the home. And a recent survey from the
“Sports rights are among the most expensive video rights in the world today, but that’s not stopping streaming services from going after them aggressively,” said Jim O’Neill, Principal Analyst,
Viewing Behavior Across Devices Impacts Completion Rates
The data shows viewers watch sports content on all devices, with smartphones getting 54% of all sports video views. Other findings the report uncovered include:
- Completion rates hover near 42% on smartphones, the lowest for any device — an indication that mobile devices are used primarily to “touch base” with an event, check scores, watch highlights, and the like.
- Computers account for 40% of sports viewing and have a completion rate of 60%, which is the second-best of all devices.
- Only 6% of video views are on tablet devices, and that’s after a 31% increase in views in Q3, and a 41% increase in Q2. Tablets have a completion rate just slightly higher than smartphones (45%).
- Connected TV views made up less than 1% of all sports video views, completion rates are the highest among all devices (68%), and average viewing minutes are 4x higher than any other device.
Furthermore, the length of content also impacts completion rates. Connected TVs see the highest completion rates in medium-form content (75%), followed by short-form content (71%), long-form content (66%), and lastly, ultra-long-form content (36%). While the report’s findings show that bigger screens lead to higher completion rates, every device’s completion rates exceed 30% for all content lengths.
“Sports content is not the only content that saw year-over-year gains, we saw increases in video views across every device and in nearly every region,” O’Neill continued. “Time spent watching video was up; video completion was up and, regionally and globally video engagement was up. Simply put, over-the-top video is center stage, something content owners and distributors need to focus on — especially if they hope to attract younger viewers.”
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
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