How people are watching online video

November 15, 2011 | Video, Web 2.0

It’s a well-known and demonstrable fact that video is a blazing hot activity on the New Media landscape. Less well known is the nature of video viewership.

The good news is we just took a step forward on the latter point.

One of the leading purveyors of video content is a company called Ooyala. Each day the company processes more than 1 billion pieces of video data from users around the world. All that data has given Ooyala significant insight into how people are watching online video these days.

The company’s analytics team has aggregated and analyzed the data from more than 100 million monthly visitors and used that information to create its first quarterly overview on the state of online video. The overview, titled VideoMind Video Index Report, discovered the following:

  • Device type matters. It appears tablets are shaping viewer behavior in new ways. Tablet users averaged nearly 30 percent more viewing time per play than those who watched on desktops, for instance, and they completed videos at double the desktop rate.
  • iPads crushed Android tablets in terms of total audience size. iPads accounted for 97 percent of all tablet video plays.
  • Connected TV devices and game consoles are taking off. Video played on these devices tripled in third quarter alone.
  • Viewers like to watch long-form content on big screens. For videos more than 10 minutes long, viewers using connected TV devices and game consoles were more than twice as likely to complete a video as viewers on desktops.
  • Facebook’s popularity varies greatly among countries when it comes to sharing video. Facebook is 17 times more popular than Twitter in Italy, for instance, but the two social media sites are equally popular in Japan.

Want to dig deeper into Ooyala’s findings? Download its report by clicking here.