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Taken together, the total share of global online video viewership on tablet and mobile devices grew 19% in 1Q13, according to a recent report by Ooyala.

Mobile and tablet viewership now accounts for more than 10% of all online video plays, the most ever recorded in the quarterly Global Video Index, which is based on data from Ooyala’s customer base.

Tablet viewership in particular increased in the quarter, growing 33%.

Below, additional key findings from the report.

Live vs. VOD Time Per Play

  • Desktop viewers watched live video 13X longer than video-on-demand last quarter, tablet video viewers watched live video 4X longer, and mobile audiences tuned in to live video 3X longer. 
  • Globally, desktop viewers watched live news, sports, and special events for an average of 40 minutes per play in 1Q13. 
  • On average, people streamed live video on smart TVs and gaming consoles for 45 minutes per play last quarter—9X longer than VOD. 

Long-Form Viewing by Device

  • Both mobile and tablet video viewers spent more than half of their total online viewing time watching long-form videos (defined in the report as longer than 10 minutes) last quarter.
  • Mobile long-form video viewing increased 29% year over year—growing from 41% of all time watched in 1Q12 to 53% of all time watched in 1Q13. 
  • 25% of total tablet viewing time was spent with content more than 60 minutes long. 

Viewer Engagement by Device

  • Mobile and desktop engagement patterns with videos were very similar last quarter. Almost half of the people who started viewing a video on these devices made it to the third act (75% through). 
  • Larger screens on tablets and connected TVs and gaming consoles yielded higher engagement rates. 

About the research: The report was based on data taken in 1Q13 from an anonymous cross-section of Ooyala’s global customer and partner database. These firms broadcast video to 200 million unique viewers in 130 different countries across more than 6,000 unique domains. 

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ABOUT THE AUTHOR

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

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