Most SVOD users prefer viewing long-form content on mobiles

Staff writer
Future TV Asia

Nearly all viewing of subscription video on demand (SVOD) services across all devices is with long-form video of content 20 minutes or longer, like episodic series and full-length feature films, according to Ooyala’s Q1 2016 Global Video Index.

The index draws insights from more than 3.5 billion video analytic events per day from 220 million viewers across the world.

The findings show a strong correlation between content length and engagement in each model, revealing opportunities for publishers to tailor their monetization strategies accordingly.

Smartphone and PC viewers prefer short-form content the most, at 66% and 55%, respectively.

Tablets viewers spend little time with mid-form video, instead viewing is evenly split between long-form (43%) and short-form content (44%). Connected TV viewers watch long-form content 92% of the time with AVOD services.

The findings show a near split in engagement between small and large screen devices. AVOD viewers spend 55% of their time on PCs, while SVOD viewers do the opposite, spending 55% of their time on mobile devices.

This suggests SVOD services are more personal experiences and, therefore, favor more personal devices.

The index also shows that mobile viewing now represents 48% of all online view starts, up 14% from a year ago and up 129% from 2014.

Nearly one in five (18%) of all mobile views are now on tablets, marking the third consecutive quarter of growth for tablet viewership.

After being served recommended content, viewers will average a 10% organic lift in video viewing thereafter, leading to a 6%-23% uptick of time spent on site.

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