And these viewers weren’t watching just six-second videos. More than half of viewers’ time was spent watching videos that were longer than 30 minutes, and 31% of mobile device viewing time was spent on videos longer than an hour. The data come from video analytics firm Ooyala, which tracks viewers for its publisher-clients and reflects the anonymized online video metrics of those publishers, including names like Bloomberg, ESPN, Pac-12 Networks and Yahoo! Japan.
Some of the data and conclusions about sports video are truly astonishing:
- Mobile viewers of sports programming spent 62% of their time viewing content longer than 10 minutes, probably highlight shows and game recaps.
- Smartphone viewers of sports content spent 39% of their time viewing videos up to 10 minutes in length.
- Tablet users viewing sports content spent 60% of their time viewing content up to 6 minutes in length.
On average, video viewers spent more than 42 minutes per play on live video streams to all mobile devices, compared with nearly 35 minutes per play on a PC.
By the end of next year, Ooyala reckons that 37% of all streamed video will be watched on mobile devices and tablets, and that by the end of 2016 50% of all streamed video will be watched on these small devices.