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People viewing online content from broadcast and entertainment TV networks watch live video 2.5 times longer than they do video-on-demand (VOD) content, according to a recent report released by Ooyala.

Live sports, breaking news, and special events are watched for longer periods online across all devices (desktop, tablet, mobile, and settop), compared with short-form and long-form VOD offerings from broadcasters, the study found.

Below, additional findings from the Global Video Index: Broadcaster Edition, which is based on global data collected in March 2013.

Prime Online Viewing Times

  • Prime viewing hours for online broadcast content is noon on weekdays and 9 PM on weekends.
  • Tablet viewing spikes on weekends, when viewers spend twice as much time watching video from broadcasters online.

Long-Form Outpaces Short-Form

  • 77% of the time spent watching mobile video is with content longer than 10 minutes—such as movies, sporting events, and TV shows.
  • The popularity of longer videos could add significant revenue for publishers serving mid-roll ads.

Videos 30+ Minutes Long

  • Nearly half of all tablet video consumption is with video at least 30 minutes long.
  • Mobile video viewers spend 57% of their time watching premium broadcast content 30-60 minutes long.

About the research: The Global Video Index: Broadcaster Edition is based on data collected in March 2013 from an anonymized cross section of global broadcasters and entertainment networks that use Ooyala technology.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji