Good bye traditional video. According to a new study, viewers are watching more videos online, and at the same time, are increasingly engaged in the content they watch. It’s not just desktop viewing either—video plays on tablets, gaming consoles and connected TVs have nearly doubled since quarter three of last year.
At least that’s what online video provider Ooyala is asserting, based on the data from its video platform. The provider recently released its fourth quarter review of the viewing habits of its users. The company boasts 1 billion data queries a day, and measures the anonymized viewing habits of 100 million unique users monthly.
Also, half the company’s video plays are outside the US, and partners broadcast to over 110 countries. The statistics take into account bit rate & connection speed for the Ooyala video player in these countries. The growth in the online video watching trend stretches across developed markets like the US and Europe as well as countries like Brazil Chine, Russia and India.
In the fourth quarter of 2011, the company observed “phenomenal growth” in video plays on tablets, smartphones, connect TV devices and gaming consoles. With adoption of these types of devices on the rise, this trend is expected to continue on through 2012 and beyond.
“While people are still watching much more traditional TV than streaming video, our data shows we’re on a clear and irreversible course toward an IP-delivered future,” said Ooyala co-founder, Bismark Lepe.
In general, more users watched longer on all four of these types of devices in quarter four; 21.9 percent longer than in quarter three. Ooyala posits that “big screens are for big content,” since long-form videos received the most play on connected TV and game consoles (CTV&GC) as well as tablets. Users who watched videos longer than 10 minutes on CTV&GC tended to complete videos the most, at a rate of 47 percent. Interestingly, while Google TV’s share of the pie is still small, the report found that Google TV’s share grew by 91 percent.
Tablets’ had the largest growth in share of video plays, and 38 percent of tablet viewers managed to complete videos longer than 10 minutes. The least engaged users were those with mobile devices. Comparing iOS to Android, both are growing, but the iPhone outpaced Android in quarter due to the release of the iPhone 4S in October.
The data also suggests that video watchers tend to avoid tweeting when sharing videos. Facebook seems the preferred method of video sharing. For every video tweeted, there were 10 videos posted on Facebook in quarter four. The Ooyala report points out that users shared more videos by copying and pasting a URL than by tweeting it.
The Facebook dominance is probably good news for Netflix’s social networking integration plans. Streaming video companies like Hulu, Netflix and possibly Amazon, seem to have the right idea when it comes to original content. At least, according to Ooyala’s line of thought: Multi-device video consumption is creating a shift in dynamics, and “IP-delivered video” is creating new opportunities for publishers.
“As more broadcast-quality and original TV content becomes available online, expect an increasing number of viewers to watch their favorite shows on tablets, smartphones, Rokus and Xboxes,” the Ooyala report concludes.
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