Mobile devices and connected TV lead the growth of video consumption

The Ooyala Video Index Report (Q4 2015) shows that video consumption from mobile devices maintains active growth compared to last year, with a 35% of total reproductions, followed by connected televisions, with a 72% annual increase.

The quarterly Q4 study 2015 Global Video Index de They spread it shows that the total number of programmatic transactions has increased by 160% in just three months since its previous report. Video viewing from mobile phones and tablets represents the 46% of the total worldwide, which represents an increase in 34% with respect to the last quarter of 2014, and long-form video consumption has grown by 72% during 2015.

During the last quarter of 2015, the number of Deal-ID type agreements or pre-agreed transactions sold programmatically, was located in 26,3 million, in front of the 10,1 million obtained in the previous quarter (and 160% further), in addition to becoming the third consecutive quarter in which Deal-ID agreements grew by more than a 150%.

During this period, the number of open programmatic markets also increased (Open Marketplaces) assets in a 21% in the Ooyala customer base, attracting more demand and, therefore, Higher CPMs, that have increased by 26% quarterly.

Viewing long video (more than ten minutes) on connected televisions grew a 74% in 2015, which represents an annual increase in 72%, which shows that viewers are more willing to watch these types of videos on larger screens, given that televisions and connected devices are increasingly ubiquitous in the market and that premium content is more accessible.

The full-length video represents the 51% of the viewing share through tablets in the last quarter of 2015, compared to the 38% on computers and 31% on mobile. The growth in the consumption of long-form content both on connected televisions and on mobile devices is another example of its connection with the concept of 'TV everywhere', one of the most significant demands of current users.

By Ramesh Srinivasan, CEO of Ooyala, “The latest Video Index report shows the convergence of multiple factors in the market, What is regional mobile adoption like?, user behavior on certain devices and purchasing preferences between publishers and their advertisers. Besides, provides a large-scale view of new industry trends. “Every quarter it becomes clear that video offers clear opportunities to generate business given the growing importance of content strategies designed for mobile”.

According to this report, the total views through mobile devices grew by 35% compared to last year and 170 % from 2013. Tablets represent a 14% of reproductions through mobile devices, which represents an increase in 12% compared to the previous two quarters.