Given the figures just reported from a study by Tremor Video in partnership with Frank N. Magid Associates, Inc., tracking viewers’ online video habits, monetizing video on mobile devices should be a top priority for anyone in the video game.
Consider these statistics:
*52% of all smartphone video is viewed at home, with peak viewing hours between 5 and 11pm.
*Long-form video now accounts for nearly 40% of smartphone video viewing per week.
*Online video use has increased 38% overall in the past year, and 34% in video via smartphones.
Ooyala’s Global Video Index Report for Q1 2012 also found that long-form video views online are increasing. In Q1 2012, around 40% of time spent watching online video on mobile and tablets was spent watching long-form video (defined as more than 10 minutes in length), compared to 29% for mobile and 36% for tablets in Q4 2011.
Time Spent per Video Increasing
Moreover, viewers are watching each video longer, according to Ooyala’s report. Tablets had strongest growth in this category, with time per play increasing 58% during the quarter. But the study showed that time watched per video increased most on game consoles and connected TVs. It increased a whopping 87% from Q4 2011.
Time of Day/Week
The Ooyala study also examined the most popular time of day and time of week for tablet and connected TV video viewing. A third of tablet video plays occur between 7 and 11pm, while 17% of PC plays take place during that same window. And on Saturday night, viewers watch video on gaming consoles and connected TVs between the hours of 4pm to 11pm nearly a third more than they do on weekday evenings.
Viewing Patterns of the Individual
The report also noted that while more than half (55%) of viewers will watch on average 1 video over the course of a given day, about 10% of them can be considered “power viewers,” or highly engaged users who watch more than 5 videos a day.
For the full study from Tremor Video, go here: http://www.tremorvideo.com/mobilemagic/