Yesterday we looked at the recent report from Brightcove and TubeMogul entitled Online Video & The Media Industry – Special Features: Full Length Episodes, Mobile Engagement, and how the study showed that Facebook referrals for video dropped from Q1 to Q2 in 2011, while search referrals continued to climb. Today we're going to look at the special feature section of the report, which covers mobile video engagement.
The report looked at data from Brightcove's own platform–the data is anonymous–and covered newspapers, broadcasters, magazines, brand marketers, and online media companies.
Android Devices Account For Half Of Mobile Video Views
Android phones make up 49% of all video viewing minutes for mobile devices. Apple products–iPads and iPhones combined–make up 48%. I suppose the final 3% comes from windows phones and Blackberries? Well, let's take a look and see:
One takeaway? Android tablet users don't care at all about video. Android tablets, Blackberries, and Nokia devices make up a whopping 0% of the total video views from mobile devices. Android phones account for almost half of all video views, but tablets account for none. That's a pretty wide gap between devices, if you ask me, and might speak to either how sluggish sales might be on Android tablets or what kind of people buy them (I'm guessing the non-video-enjoying kind).
Here's a look at how each mobile platform performs in average view time:
And if you want to check out how much of the overall video minutes viewed the various verticals carved out, you can see that as well:
That graph gives you some pretty great data on how much more newspapers have pushed into the iPad world than the other verticals. Similarly, broadcasters appear to be connecting with Android phone users more regularly around video than the others.
Broadcasters Outperform Other Media On Mobile Video
Broadcasters have the lead in mobile video minutes over the other media industries. And that's natural, because broadcasters' content is television shows and movies–the kind of long-form content consumers are already used to watching. Newspapers, on the other hand, don't have that same built in audience for their video content, so their climb is more uphill.
Broadcasters actually grabbed a full minute more watched per view than brands, newspapers, and online media companies.
Mobile video viewing is on the rise, and a lot of these numbers will change–it's still early in the game. But Android phones account for more mobile video viewing than iPads and iPhones put together, which is a big feather in Google's cap.
I suppose it's also worth mentioning that Apple devices haven't been very Flash-friendly… and with much of the web's video content being in Flash form (until the rise of HTML5), there was probably a lot of content Apple device owners simply weren't able to see, which might help account for Android's dominance here.
Regardless, all video marketers should be paying careful attention to the mobile world. It changes constantly, and consumers are relying more and more on mobile devices to do all the tasks they used to use a PC for–namely, watching online video.
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