60% of video plays will be on mobile next year as long-form grows in popularity

A record 58% of video plays (globally) occurred on mobile devices in the third quarter of 2017, according to the Q3 2017 Global Video Index released today by video monetisation firm Ooyala. The figure represents the sixth consecutive quarter in which mobile devices accounted for more than 50% of all online video starts, with Q3 mobile-video starts growing 11.9% vs. Q3 2016, the study finds.

Ooyala forecasts that more than 60% of all video plays will be on mobile devices within the first half of 2018.

  • Long-form time-watched grew nearly 77% on smartphones and nearly 70% for tablets in Q3 2017 vs. Q3 2016, while medium-form video consumption continued to decline.
  • Mobile devices dominated online sports viewing, capturing nearly 58% of users. Smartphones drew the largest segment (46%) while tablet users attracted 11%.
  • Mid-roll ads saw the highest percentage of completions for digital-video publishers

Content providers, operators and brands all need to focus on how best to leverage the increasing adoption of all things mobile or risk being an also-ran in the race for content dominance.

Ooyala Principal Analyst Jim O’Neill

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