Study: Video Viewers Are Tuning Out, Logging In

Online video company Ooyala published its Q2 2012 Global Video Index report today. The free quarterly report, derived from the viewing trends of 200 million online viewers around the globe from April 1 through June 30, 2012, shows the lines between broadband and broadcast content continue to blur as premium content continues to shift to a more mobile, multi-screen media landscape.

Specifically, Ooyala data shows long-form video content like movies, sports and TV shows accounted for more than 60 percent of the total time users spent watching video online in Q2. The share of time tablet viewers spent watching long-form videos grew 47 percent in a single quarter.

“Ooyala’s data reveals that the way people watch TV is changing,” said Jay Fulcher, chief executive officer of Ooyala. “As more premium content becomes available online, more viewers are logging on, rather than tuning in, to watch their favorite programming on tablets and smart TVs. Consumers are leading the charge, and forward-thinking media companies realize that content is content, however it is consumed. Our data, and our data-driven video innovation, help these companies develop online strategies that increase their share of connected viewers to capture more digital dollars.”

The ability to monitor the impact of various demographic variables on video consumption is a boon to publishers and advertisers. For example, As the US political season heats up, Ooyala tracked how different states watch online video across America. The data shows that “Blue State” viewers (states in which the Democratic candidate won the last U.S. presidential election in 2008) watch 26 percent more online video than “Red State” viewers (where the Republican presidential candidate won in 2008).

Other highlights from the Q2 2012 Global Video Index report include:

  • Around the World in 80 Plays: In Great Britain, 15 percent of the total time spent watching online video occurs on mobile phones and tablets. In China, this number is 11 percent.
  • Live Video On The Rise: PC viewers tuned in to live videos for an average of 33 minutes in Q2.
  • Big Screens, Big Content: When using smart TVs, set-top boxes and gaming consoles, viewers spend 93 percent of their time watching movies, TV shows and other long-form videos.
Ooyala’s Global Video Index report delivers key insights to global media companies and brand marketers to help them make data-driven decisions to maximize revenue and viewership. The full report and infographic are available directly from Ooyala. Additional data, analysis and news is available on Ooyala’s VideoMind blog.


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