Commentary

Mobile More Than Half Of Video Views

Mobile video now comprises the majority of video views. About 54% of video views worldwide originate on mobile devices, according to Ooyala’s Global Video Index for the fourth quarter of 2016.

What’s more, mobile will keep growing, and should command 60% of online video views when the numbers are in for the first quarter of 2017, Ooyala said. For the record, mobile accounted for 46% of views a year ago, 34% in 2014, and 17% in 2013.

Good news for marketers comes with this figure, too. Among advertising-supported video, mobile views comprised 56% of the total. The share should rise again this quarter.

Long-form video is leading the viewing charge. It accounted for 47% of all mobile video plays last quarter, ahead of short form with 40%.

While pre-roll is still a critical ad format, accounting for 47% of video impressions, up from 43% a year ago, mid-roll is rising quickly. The number of mid-roll impressions on mobile devices rose from 30% in the third quarter to 48% in the fourth quarter. Mid-roll is becoming a favorite of marketers because of its high completion rates.

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The ascent of the mobile phone has been widely chronicled. Nonetheless, its role at the center of consumer behavior and the fast-growing video landscape is worth tracking so advertisers can stay abreast of the trends and deliver ads that fit the preferred consumer medium when they can.

1 comment about "Mobile More Than Half Of Video Views".
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  1. John Grono from GAP Research, March 17, 2017 at 8:46 p.m.

    Can someone please clarify?   Surely that means digital (i.e. streamed video) video only.

    If so, shouldn't the headline read ...

    "Mobile More Than Half Of STREAMED Video Views" ... quite a different story and headline.

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