Dave Otten, CEO of JW Player, On How Global Appeal of Video Continues to Grow

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The global appeal of video continues to grow. JW Player, a leading online and mobile video platform and player technology company, says one in seven people on the planet and one in three people in the United States and Europe watch online video content delivered by it each month.

“We are excited to share the results of our first quarterly JW Online Video Trends report, which reveal dramatic growth of our platform,” said Dave Otten, CEO, JW Player. “With 80 percent of end users coming from outside the United States, our data represents a truly global audience, and we’re proud to showcase the growth of our network and share these insights on the online video industry as a whole.”

The report analyzes video streaming and consumption habits across devices, platforms and geographies within its network of connected players. Unlike studies that focus only on the top 10 to 20 video sites in the United States, JW Player’s data is representative of the global “long tail” of video, millions of international publishers around the world comprised of small, medium and large video sites.

Key insights from the report include:

A Viewer in the US is Worth Six from England

Relative to the United States, U.K. and Canada, video monetization is considerably smaller in Europe and Asia. In the U.S., preliminary data indicates approximately 20 video ads (10 minutes) per hour are watched vs. four video ads (two minutes) per hour watched in Europe.

Pre-roll video ads are highly popular (85 percent) vs. mid- and post-roll formats (<15 percent) with open standards video advertising (VAST), accounting for 90 percent of all video ads.

PLUS:
Digital video content publishers represent a truly global community, with more than 80 percent of JW Player’s publisher streams delivered to viewers outside of the United States.

More than 75 percent of international viewing across 193 countries is concentrated among audiences in Great Britain, Germany, France, Italy, Spain, China, Brazil, Thailand, Russia, Turkey, Mexico, Canada and Japan.

Video time watched per person is highest in Europe, averaging 34 minutes per viewer, followed by 32 minutes in North America, 30 minutes in Asia and 14 minutes in Africa.

Tablet users watch the most video per month (40 minutes), followed by desktop (30 minutes) and mobile phones (20 minutes); however, the growing trend toward larger phones could quickly increase viewing time on these devices.

Google Chrome dominates video delivery on desktop browsers, and Apple’s Safari dominates video on tablet browsers, while the two remain head to head for video on mobile devices.

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