Mobile video will be half of all video hits by the end of 2015, according to Ooyala

Video giant Ooyala recently published a report on the Q2 Global Video Index , which states that mobile video views reached 44% in the second quarter of 2015, which is 74% more than last year and 844% more than in the second quarter 2012. By the end of this year, the company expects that video viewing using mobile devices will reach half of all views. Obviously, marketers also need to refocus, following the changing habits of consumers.


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In addition, the company discovered that consumers prefer to watch long videos on large screens, for example, tablets (57%), televisions (53%) or stationary computers (40%). Only 33% of videos longer than 10 minutes are browsing on phones. Shorter content accounts for 67% of views on smartphones. The new trend towards the emergence of smartphones with large screens is likely to affect the number in the future, as more consumers watch videos from smartphones.



The report emphasizes the growth of trade programmatic on the part of broadcasters and publishers, who increased their CPM by more than 25% in the second quarter of 2015. Total programmatic advertising revenue increased by 119%.

At the same time, the viewing depth increased not so much compared to the first quarter of 2015, with the highest averages 92% for broadcasters (89% in the first quarter) and 77% for publishers (67% in the first quarter).



Jim O'Neill, Lead Analyst at Ooyala, concludes:

It's all about mobile devices. From the huge number of devices with which we watch television, to the path through which the industry began to develop advertising inventory, all signs that the mobile is the key to a large and improved television business are visible. The growth of broadband users in the second quarter of 2015, as well as the corresponding loss of pay-TV users, combined with the rising costs of brands and digital advertising agencies, is proof that business models, budgets and strategies are changing dramatically to keep up with the changing behavior of the viewer.

BYYD • Mobile Advertising Platform