Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

Most Online Video Watched Is Now Premium, Long-Form Content

June 4, 2012

Long-form content—defined as videos lasting longer than 10 minutes—accounted for more than one-half of the total time people spent watching online video across all connected devices in the first quarter of 2012, up from 25% six months earlier, according to Ooyala's Global Video Index Report.

Long-form content now dominates viewing via connected TVs and games consoles—but is increasingly popular via tablets and smartphones, according to the report: 

  • Growth in the share of long-form video viewed via connected TV devices and gaming consoles (CTV&GC) reached 88% in the first quarter of 2012, up 31 percentage points from 57% in 4Q11.
  • Roughly 40% of the time spent watching online video via mobile and tablet devices consisted of long-form video viewing in 1Q12, compared with 29% for smartphones and 36% for tablets in in the previous quarter. 

Below, additional findings from Ooyala's Global Video Index Report for the first quarter of 2012.

Viewing Time Increasing 

In addition to watching more long-form video, people are watching each video for longer periods across PCs, smartphones and tablets.

Tablets recorded the strongest growth, with time per play up 58% during the quarter, while time per play via smartphones and PCs grew 36% and 24%, respectively.

Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!


We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:


Rate this  

Overall rating

  • Not rated yet.

Add a Comment


  • by Mike Dawson Mon Jun 4, 2012 via web

    The stats don't lie, but perhaps they do belie one reality. "Over ten minutes" is inclusive of videos in 25, 35, 45 formats etc.
    The study is based on time spent watching video, and not on the number of videos watched -
    Let's average out the long form viewed videos to 20 minutes and the short form to 2 minutes, even as the stats show that half of time spent viewing video is the long form, we are still seeing 10 times more short form videos being viewed as long form - M -

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!