3 Ways Online Video Viewing Habits Have Changed
A recent and extensive report by video start-up Ooyala broke down online video viewing habits in 2012.
The report, which measured the anonymous viewing habits of almost 200 million unique viewers in 130 countries, found that last year was particularly transformative; the pace of mobile and tablet video watching skyrocketed, live online video became the norm, and long form video made a comeback (an indication that not all of us are spending our time online watching cat videos). What’s more: the report is a good indication of what the future of online video will look like.
Here are three take-aways on the present (and future) of how we watch video.
Mobile and tablet usage have the spotlight.
The average number of hours of online video watched per tablet increased 110 percent in 2012. And the average amount of time spent watching online video via mobile device increased as well, growing by 87 percent over the course of the last year. Measured together, the median number of hours spent watching online video per device increased by 100 percent during 2012.
Live video is becoming the norm.
Ooyala measured viewer engagement for live video versus video on demand (VOD), with pretty astounding results -- according to the report, on desktops, viewers watched live video 18 times longer than VOD content in Q4 of last year. On mobile, viewers watched live video four times longer then VOD content, and on tablets, live video was viewed five times as long as VOD.
People are spending more time watching long videos.
Long videos (i.e. videos with a running time over 10 minutes) accounted for 57 percent of total time spent watching videos on personal computers last quarter, and nearly 25 percent of total desktop viewing time was spent on videos with a running time over 60 minutes. On tablets, the percentage was even higher, with 32 percent of the total time viewing time spent on content running over an hour in length.