Long-form video content hits milestone, makes up majority of time watched across all devices

Long-form video content passed a major milestone last quarter, making up the majority of time watched across every screen — connected TVs, computers, tablets and smartphones. According to Ooyala’s latest video index report, consumption of long-form video consumption was up across the board, with smartphones seeing a jump from 47 percent last year to 55 percent during Q1 2017. “The size of Ooyala video and advertising footprint, along with the variety of our customers, results in a representative view of global consumption and engagement trends,” says Ooyala. Ooyala says 56.5 percent of all video plays happened on mobile devices last quarter — up from 47.7 percent in 2016. It was the highest total for smartphones since we began the Video Index, up nearly 20 percent year-over-year … Tablets, too, set a record globally, finishing the quarter with nearly 10 percent of all plays (9.6 percent). The report also tracked publisher (news and media organizations) and broadcaster (companies distributing TV content) ad completion rates and ad impressions for pre-roll and mid-roll video ads across devices. Broadcasters saw a 93 percent pre-roll completion rate on connected TVs, 90 percent on PCs, 86 percent on tablets and 85 percent on smartphones. Publishers didn’t have as much success — with connected TVs at 85 percent pre-roll ad completion rate, followed by PCs at 78 percent, smartphones at 76 percent and tablets at 71 percent. Q1 2017 pre-roll ad completion rates by market segment Mid-roll completion rates were even stronger than pre-roll for broadcasters, with connected TVs seeing 99 percent of mid-roll ads completed, PCs at 97 percent, tablets at 94 percent and phones at 91 percent. Pre-roll ad impressions for broadcasters during Q1 2017 were split between devices as follows: 37 percent on PCs, 31 percent on phones, 16 percent on tablets and 12 percent connected TVs.