Ooyala: Mobile phone share of online video viewing increased 126.7% year-over-year in Q1 2015

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Mobile continues to grow its share of mobile video traffic, and it drives growth in mobile video as a share of online video viewing.

Ooyala monitored activity on its network in the first quarter of 2015 and found that mobile phones accounted for 34% of global online video viewing, while tablets accounted for only 7%. Mobile's share of online video viewing increased 126.7% year-over-year, which drove mobile's share of online video to grow 95.2% year-over-year, from 21% to 41%.

Short videos are still the most popular type of video viewing on mobile phones, with half of mobile video viewing time being for videos under 3 minutes in the first quarter of 2015. In contrast, nearly 60% of tablet video viewing time is for videos longer than 10 minutes, a higher proportion than any other device.

In a May 2015 survey conducted by On Device Research for the Interactive Advertising Bureau (IAB), global smartphone video viewers were asked how often they watched long and short videos. 57% of respondents said they watched videos of less than five minutes per day, compared to 35% who watched long videos every day.

Smartphone video viewers spend only a few minutes watching each video, but they will still wait for commercials to finish before watching videos to save money. IAB found that 78% of respondents would rather watch free mobile videos with ads, while only 15% of respondents are willing to pay for a mobile video subscription without ads, and 8% of respondents are willing to pay for each video without ads.

FreeWheel found that advertisers are following the eyeballs of mobile video viewers: 17% of online video ad views in the first quarter of 2015 were delivered by smartphones, and 8% were delivered by tablets.

Compiled from: eMarketer Translator: Sun Ying