2 OOYALA GLOBAL VIDEO INDEX Q1 201`8
POINT OF VIEW ·4
THE RISING TIDE OF STREAMING VIDEO ··8
TABLET AND SMARTPHONE VIDEO TRENDS ··10
GLOBAL MOBILE CONSUMPTION TRENDS 12
ENGAGEMENT TRENDS ··16
MOBILE LONG- & ULTRA-LONG CONSUMPTION 20
VIDEO ADVERTISING TRENDS 22
ABOUT OOYALA’S GLOBAL VIDEO INDEX ·24
TABLE OF CONTENTS
OOYALA GLOBAL VIDEO INDEX Q1 2018 3
In May, comScore released its Reaching the
Elusive OTT Consumer report that focused
on the U.S. market and found that 63% of U.S.
Wi-Fi households (HHs) streamed an average
of 50 hours of OTT content in February, an
average of nearly 1.8 hours every day. The
study put streamer HHs into two buckets
based on consumption, with the 50% of those
that streamed the most content going into the
“heavy streamer” category, and the rest into the
“light streamer” group.
Heavy streamer HHs consumed more than 9x
as much content online as did light streamer
HHs: 90 hours compared to 9.5 hours during the
month, or 3.2 hours vs. just 20 minutes per day.
Among all streamer HHs, 67% had a traditional
pay TV subscription, 18% were categorized as
cord cutters and 14% as cord nevers. Nearly
59% of heavy streamer HHs had a traditional
pay-TV service, 23% had cut the cord and 16%
were cord nevers compared to 76% of light
streamer HHs who had pay TV, 12% who had cut
the cord and 11% who were cord nevers.
The report showed the age of the Head of
Household impacted how much – if any –
streaming occurred, but to a lesser extent than
one would imagine.
The youngest HHs, not surprisingly, were more
likely to stream, with nearly half (46%) of HHs
with a Head of Household between 18-34
identifed as heavy streamers. But, older HH
also were signifcant streamers, with 39% of HH
with an HoH between 35-44 also identifed as
heavy streamers. But on the farthest edge of the
demographic divisions, streaming remained a
major player, as one-in-fve HH where the Head
of Household was 65+ years old also were
classifed as heavy streamers.
comScore’s fndings underline the growing
impact streaming is having on how we enjoy
entertainment, sports and news: All are
increasingly being streamed and, as we’ve
regularly pointed out, all are increasingly being
watched on mobile devices. The Q1 2018 Global
Video Index shows that mobile video – again –
is firting with a 60% share of all video starts.
This quarter’s Index also shows that longer
content is being enjoyed on all screens and that
not only is long-form content being started on
mobile devices, it’s being completed at a much
higher rate than we had expected.
I’m often asked about the data we use for the
Video Index each quarter, where it comes
from, whether it’s a survey and whatnot. The
report is based on the anonymized metrics
of the vast majority of our customers, whose
collective audience of hundreds of millions of
viewers spans nearly every country in the world.
The size of the Ooyala video footprint, along
with the variety of our customers, results in a
representative view of global consumption and
engagement trends.
Here’s what’s inside this Q1 2018 Global Video
Index...
POINT OF VIEW
JIM O’NEILL, PRINCIPAL ANALYST
4 OOYALA GLOBAL VIDEO INDEX Q1 2018。。。