Mobile tops video consumption, ad growth in Q1

Staff writer
30 Jun 2015

Mobile devices made up 42% of all online viewing during the first quarter of 2015, according to Ooyala’s latest Global Video Index report.

Smartphones are driving the majority of mobile viewing growth, receiving four times more plays than tablets during the quarter.

TV broadcasters are leading the trend, with more than half of all views on mobile devices compared to 31% for publishers and brands. They have also proved to be the most savvy, taking advantage of the revenue potential tied to mobile viewing.

The Global Video Index report also noted the impact of personalized content recommendations on viewer engagement and revenue opportunities. For instance, Ooyala found that consumers would view recommended content as often as 50% of the time.

Meanwhile, the industry is progressing towards more programmatic trading. In the first quarter, Deal ID Transactions – the identifier used to facilitate programmatic private marketplace transactions – among broadcasters and premium publishers grew 79% month-over-month between January and March.

“Our data is indicative of the rapid pace of change in consumer viewing behavior, which creates new challenges and opportunities for content producers, service providers, and advertisers,” said Jay Fulcher, chief executive officer of Ooyala.

“We’re seeing a confluence of major trends that are reshaping audiences on a massive scale – in particular, ubiquitous TV-capable mobile devices, and a major influx of premium content streaming to, and in many cases produced for, over-the-top services. A mobile-first mentality with a keen eye on personalization has never been more important.”

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