How OTT content is consumed and on what devices is one of those things that keeps OTT service providers up at night… consumers can be a moving target. But Brightcove’s Q2 2019 Global Video Index can help provide some direction on where viewers are heading.
The new report looked at hundreds of millions of data points from around the world to tease out trends in audience viewing habits on a global, and regional, basis.
Mobile views continue to climb
The Video Index found that viewers increasingly turn to mobile devices to consume content. More than half (53%) of global video views were started on smartphones or tablets. Most of that growth, as you’d expect, came on smartphones, although tablets have maintained their share year-over-year.
In the APAC region, 84% of all video plays began on smartphones. That’s a trend that will spread as China continues to flood markets with affordable smartphones, data plans continue to drop in price (or are offered for free), and content owners push more premium assets – especially live sports – over the top.
The bottom line is that if OTT providers want to reach younger viewers, they have to adopt a mobile-first strategy. But, as many studies have shown, older viewers also have discovered that mobile video is a convenient way to consume content outside, and even inside, the home.
The Q2 2019 Global Video Index found that the amount of content being consumed on mobile devices has more than doubled over the past year. That growth will continue, there’s just no turning back.
Engagement patterns by device
This weekend we saw just how much of an impact streaming media services are having on Hollywood. Twenty of the 29 Emmys handed out Sunday night went to streamers Amazon, Netflix and kissing-cousin HBO. Premium content is now at the core of the streaming ecosystem, and increasingly it’s being consumed across all devices.
Fittingly, the Q2 Video Index found that mobile no longer is dominated by snackable content. It’s providing a multi-course meal to consumers.
Long-form video (21-40 minutes) and ultra-long-form video (41+ minutes) saw faster growth in the share of “time watched” on every device, from connected TVs to smartphones in Q2 compared to a year ago. Ultra-long-form content took the highest total share of “time watched” across all devices.
The discussion has changed from what’s included broadly in the content mix to delivering content direct-to-consumers with more personalization and fewer limitations.