Ireland and the United Kingdom are leading Europe – and the rest of the world (ROW) – in watching video on mobile devices, according to our Q3 2015 Global Video Index.
The latest iteration of the report shows that the Irish and British, especially, watch the most mobile video (66% of all video views) on smartphones and tablets, helping Europe to a ROW-leading 53%.
The U.K. also saw 2X as many tablets video views as the rest of Europe in Q3, 10% vs. 5% for the rest of the region.
This year, we also took a deeper dive at how online video consumption in European sports is evolving.
Bottom line? It’s huge.
In Ireland, 51% of all video views involved sports, the most of any country (the U.K. was second at 45%). The rest of Europe, by comparison, and the United States, both saw sports-related videos make up just 39% of video views.
With smartphones essentially ubiquitous in those four markets, video on mobile devices becomes crucial.
In Europe and the U.S., the critical issue for sports programmers is to get more content — live, VOD, PPV — online so that they can better compete with other content owners that are drawing views away.
In short, the audience is there, the content isn’t – yet.
Along a similar line, we dug into the data of a major European sports club and discovered that how fans watch online video varies before and after games, and on the outcome of those games.
On the day before the game, for example, fans watch 75% more video relating to their team. On the day after, they watch 2X as much video. But, how the game turns out also impact how much video is watched, with more engagement after wins than after losses.
Global mobile growth boom still on track
While Europe may be leading the pack in mobile consumption, the ROW is still pushing toward 50% of all views being mobile, closing the quarter at 45%. That number was a whopping 616% increase since Q3 2012, when mobile video views made up just 6.3% of all video views.
Surprisingly, the pace of growth – while still enormous – is slowing, a bit. Twelve-quarter growth in Q2 was 840%, off from the 1,112% growth Q1 showed since 2012.
The bottom line, of course, is that there’s plenty of evidence that the mobile engine still has a lot of room to grow, as evidenced from this weeks announcement from AT&T that it has plans to deploy a “head turning” mobile video service in 2016, as well as new mobile services from Verizon and the continued growth of Sling TV and other mobile initiatives.
Publishers and broadcasters should continue to make more content available for mobile devices, leveraging a very real – and ongoing – trend toward a mobile video world.
Private programmatic deals grow as market moves ad budgets
We also saw continued growth in programmatic ads, with 103% growth in the number of Deal ID transactions and 150% growth quarter-over-quarter in the paid ad impressions resulting from those deals.
The pace of real-time bidding grew 235% in the quarter.
Those numbers indicate the comfort level with programmatic continues to rise as publishers and broadcasters routinely adopt the technology. It has, essentially, become the norm rather than the exception.
In fact, researched ZenithOptima in December said it believes programmatic trading will account for more than half (53%) of digital display advertising for the first time this year, and will increase its share to 60% in 2016. In its latest Programmatic Marketing Forecasts the company points out that programmatic advertising’s share of ad spend has grown 341% since 2012.