Report: Long-Form Mobile Video Viewership Surges as iOS Use Declines

Consumption of short-form video on mobile and connected devices in the home is being challenged by long-form video, according to new data from the Q2 Brightcove Global Video Index, analyzing how viewers are watching video content, which devices they are using, and what types of content they are consuming across these various devices.

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.

Ultra-long-form content took the highest total share of “time watched” across all devices, despite short-form video (0-5 minutes) having the highest number of assets published.

The report found that 53% of global video views begin on mobile devices, smartphones, and tablets, taking away share from traditional desktop computers. Smartphones saw the highest growth, to 45% from 38% only one year ago.

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In emerging markets, especially Asia Pacific, mobile is king, where 84% of all video consumption is on mobile phones, and with Japan/Korea at 58%.

In the Middle East and Africa, smartphone use tops 57%. In every region but U.S. and Canada, mobile devices took share away from desktop computers.

The report found that the increasing quality of delivery to mobile devices, cheaper data plans, and more affordable Android smartphones from China has had a significant impact on how content is consumed.

“Leveraging mobile video continues to be crucial for OTT providers, as they look to not only reach younger viewers — who traditionally have been mobile first — but also older viewers who have discovered that mobile video is a convenient way to consume content outside the home,” Jim O’Neill, principal analyst, Brightcove, said in a statement.

O’Neill said the amount of content being consumed on mobile devices has more than doubled over the past year. He cites the fact content owners and distributors are making premium content available to consumers on any device.

“This growth will continue as more content — especially high-value sports content — becomes more prevalent and easily accessible on mobile devices,” O’Neill said.

“Mobile is no longer dominated by snackable content — instead, it provides a multi-course meal to consumers,” O’Neill said, “At the International Broadcasting Conference (IBC) earlier this month, 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.”

Separately, Brightcove said the dominance of iOS on mobile devices has eroded in the past year with video viewed on Android devices now more prevalent.

Globally, Android smartphone share has increased to 68% from 59% one year ago, with Apple iOS remaining dominant for tablet plays.

Android use is highest in Asia Pacific, where 92% of video plays are on Android phones and tablets. Europe is the next highest with 70% of video plays on Android devices. Only Japan/Korea continues to see growth in iOS.

 

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