Longer Internet video viewing -- particularly that of full-length TV shows -- continues to climb at the expense of short-form video content.
During the first quarter of this year, more long-form video content was consumed (longer than 10 minutes) on the Internet than shorter videos, which continue to decline. Research conducted by online video analytics company Ooyala says this is the first time this has occurred.
A dramatic increase in viewers of Web-connected devices is partly responsible for the shift. Jay Fulcher, CEO for Ooyala, stated: “The spike in tablet and smartphone viewing during weekend nights and commutes shows how the living-room experience is fragmenting across devices.”
Ooyala says on a typical weekday, a full third of tablet video plays occur in traditional prime-time viewing time periods -- between 7:00 p.m. and 11:00 p.m., while only about 17% of computer plays take place over that same period. Also, viewers on connected TVs watch nearly a third more video between 4:00 p.m. and 11:00 p.m. on Saturdays than on a typical weekday evening.
Other mobile devices are seeing growth: Share of time watched on smartphones grew by 41% in the first quarter of 2012, while the share of time watched on tablets grew by 32%.
Ooyala says that after the new iPad unit went on sale in March, the amount of video watched on tablets jumped 26%. Now iPads account for 95% of tablet video viewing.