Last year, the
number of deal-ID transactions, or prearranged trades sold programmatically, increased from 10 million in Q3 to 26 million in the fourth quarter, according to
Ooyala’s Global
Video Index, representing a 160% increase quarter-over-quarter.
Total mobile plays grew 35% in the past year and 170% since 2013, the report
found. Jim O’Neill, principal analyst at Ooyala, said in an email that TV is changing, and as viewing behaviors shift, ad dollars will follow suit.
In addition,
the report found that mobile phones and tablets combined now represent 46% of all online viewing globally, up from 34% in Q4 2014. Will this trend continue? O'Neill said there's no
question it will continue to grow, and that -- although the growth has begun to slow -- it will continue at a good pace, especially as more emerging markets get more over-the-top content.
For Latin America and Asia, he added, mobile will be the first screen. And the pace will accelerate again as "trailing millennials" (or 18- to 24-years-olds) and digital
natives become more of an economic force, O'Neill said.
Other highlights from the index
include:
-- Tablets made up 14% of mobile plays, up from 12% in Q2 and Q3. And tablets made up 22% of all overall mobile video views in Q4 APAC (Asia-Pacific), beating
the global average by 3%.
-- Singapore leads APAC in mobile viewing, spending 55% of its online viewing time on smartphones and tablets, followed by Australia with 53%; Japan with
50%; Indonesia with 49%; and South Korea with 47%.
-- The total share of long-form viewing (10 minutes or longer) on connected TVs steadily grew to 74% last year, representing 72% annual
growth.
Ooyala's global index report tracks the viewing habits of over 220 million users around the world. Find the full index here.