Mobile Video Consumption Stabilises – Three of Every Five Watched

Mobile video consumption continues to rise, but growth stabilised in Q1 2018; total video plays increased during the quarter just 1.8 percent from the prior year, per Ooyala’s newly released Q1 2018 Global Video Index Report. The increase was one of the smallest in 14 quarters, and also marked the first quarter-over-quarter decline in mobile’s share of plays at nearly 4.6 percent.

Nevertheless, consumption on mobile devices of long-form video – defined as more than 20 minutes in length – continues to thrive, the study finds.  On smartphones, for example, 20-to-40-minute-long videos were viewed to completion 57 percent of the time, while videos exceeding 40 minutes (ultra-long form) were viewed to completion more than 45 percent of the time, the Ooyala study found.

On other devices, Ooyala found:

  • Viewers watched long-form content (20-40 mins) to completion 61 percent on tablets and 71 percent on PCs
  • Viewers watched ultra-long form content (40+ mins) to completion 51 percenton  tablets and 59 percent on PCs

“Consumers are becoming far more comfortable watching any content on every screen than they’ve ever been,” said Jim O’Neill, Ooyala principal analyst. “The traditional barriers to multiscreen viewing – the amount of available premium content, the cost of service and the quality of experience – all have fallen. The first screen for viewing truly has become the screen that’s most available to the viewer at the moment.”

Regional Mobile Video Viewing Trends

Latin America (LatAm) saw significant quarter-over-quarter gains in mobile’s share of video plays while Asia-Pacific grew slightly, despite declines in Europe/Middle East/Africa (EMEA) and North America.

But in North America, mobile video plays were still up 9 percent from a year ago and 18 percent over the past two years, accounting for 56.6 percent of all video plays in Q1 2018.

In related findings:

  • EMEA saw mobile video plays hit 58 percent in the first quarter of 2018, a 22 percent Y/Y increase from 47.8 percent in Q1 2017, and 39 percent better than Q1 2016
  • Asia-Pac saw the share of video plays on mobile devices hit 60.7 percent, up from 52.3 percent a year ago
  • Latin America’s share of video plays on mobile devices reached an all-time high of 59.5 percent

The Rising Tide of Streaming Video Content

While OTT services more than doubled their hours of content offerings in Q4 2017, even more content was created in Q1 2018 – reaching nearly three times the amount processed the year before.


  • Long-form content (longer than 20 minutes) jumped 189 percent
  • Medium-form content (5-20 minutes) was up 171 percent
  • Short-form (shorter than 5 minutes) grew 178 percent

“Mobile video content is coming from an expanding universe of creators and distributors across sports, news, entertainment and enterprise,” added O’Neill. “They understand that mobile needs to be a pillar of any content provider’s streaming video strategy. Ignore mobile or allow lower-quality standards for your video stream, and you’re likely to lose a significant portion of your business.”

The full Ooyala Q1 2018 Global Video Index Report can be found here.



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