Study: Android Bridging Apple iOS Divide

Apple’s operating system, iOS, had dominated mobile video market share for years due in large part to the success of the iPhone and iPad tablet.

That supremacy is now in question as longtime rival Android ratchets up market share, according to new data from Brightcove.

The Boston–based software company found that while the market share of videos played on Android phones and tablets topped 64% in the second quarter (ended June 30) — up from 56% a year ago, Apple iOS saw its share slip to 36% from 44%.

Indeed, consumption of video on Android phones reached 68% in Q2, up from 59% a year ago. Smartphone share for iOS declined to 32% from 41% 12 months earlier.

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Video plays on tablets remained flat, with iOS still dominant at 60% (down from 61% a year ago) and Android tablet plays at 40%, compared to 39% in Q2 2018.

Brightcove found viewers are more likely to watch a video to completion on a tablet (44% of the time) compared to a smartphone (35% of the time). They’re also slightly more likely to consume a video in its entirety on an iOS device than an Android device.

The average minutes spent watching video on iPhones and Android phones increased over the past year.

The report found that Android use increased 6% to 16.8 minutes, while iPhone use increased 20% to 22.3 minutes. Android maintains the lead in total video consumption at 62%.

With tablets, iOS maintains its advantage in average minutes watched and share of time watched overall. Both due to the continued strength of the iPad in the market compared to other tablets, according to the report.

iPad viewers watched an average of 23.8 minutes, up from 23.4 minutes a year ago. For Android tablets, the average was 21 minutes, slipping from 23.9 minutes a year earlier. iPad video consumption is double compared to Android tablets.

“Over the past several years, tablets have become a smaller segment of the [mobile video] market, although they still see significant use and shouldn’t be ignored,” read the report.

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