The time audiences spent watching long-form content (longer than 20 minutes) grew nearly 77% for smartphones and 70% for tablets compared to Q3 2016, said Ooyala. Time watching medium-form content (five to 20 minutes), however, declined on every device.
The study also found that more than 58% of video plays globally in the third quarter of 2017 occurred on mobile devices. The Index forecasts that more than 60% of all video plays will be on mobile devices during the first six months of 2018.
In North America, mobile represented slightly more than half of all video plays at 54%; smartphones “were dominant but plays on tablets were up 20%.”
What dominates mobile viewing? Sports, representing nearly 58% of users. Mobile accounted for nearly 63% of all Q3 sports-video plays, with viewing on smartphones over 50% and tablets at 12%. Personal computers claimed 35% of plays and connected TVs just less than 3%.
“Not surprisingly, mobile continues to be the major driver of online video, popular across all age groups and all content types, and sports are leading the way,” said Ooyala Principal Analyst Jim O’Neill.
The 28-page report can be downloaded for free at Ooyala.
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