Viewers watching video via their tablets and smartphones account for 30% of all video views, an increase of 200% compared to this time last year, and an increase of 400% on 2012. And the mobile share of our video consumption is predicted to jump to 50% by 2015.

But the latest Ooyala’s Q3 2014 Global Video Index Report also confirms that viewers are turning to larger screens to enjoy long-form video content, with 80% of Connected TV owners watching video longer than 10 minutes, compared to 68% of tablet viewers. However, tablet viewers spent more time watching video content that lasted between 30-60 minutes than users of any other device.

Highlights of Global Video Index Report Q3 2014

Here are the highlights from Ooyala’s latest report which should impact the trends in the online video and internet marketing industries:

  • 30% of all video plays can be attributed to smartphones and tablets - 20% increase on Q2
  • Smartphone and tablet video views have increased by 114% compared to this time last year
  • In 2012, smartphone and tablet video views were 6%, Growth has been 400%
  • 80% of Connected TV viewers watched video longer than 10 minutes.

The Rise of Mobile Video Consumption in Q3 2014

Q3 2014 confirmed the increase in popularity of watching video via smartphones and tablets. These devices accounted for 30% of all video plays in that quarter, an increase of 25% on Q2 2014. In Q3 2013, video plays on mobile devices stood at 14%, so Q3's figures highlight a 200% increase. The figures are even more impressive compared to Q3 2012, when mobile devices accounted for only 6% of video plays. That's a 400% jump in growth.

Sporting events, like the World Cup, the Tour de France, and the British Open, significantly contributed to the growth in video views on the smaller screen in Q3. News coverage of major incidents like the conflicts in Gaza, and the shooting down of a passenger jet over the Ukraine in July were also responsible for the lift in mobile video consumption.

rise of mobile video 2014

The Battle for Premium Long-Form Video Consumption

Last year, most online video marketers spent a lot of time focused on the battle for short-form video consumption. Mobile apps like Vine and Video on Instagram forced us to rethink a lot of assumptions even if we continued creating mid-form content for YouTube or Vimeo. Next year, many of us will want to spend a lot of time focused on the battle for long-form consumption. “Premium” video content offered by Netflix and Amazon Prime Instant Video will probably force us to rethink more assumptions even if we continue creating mid-form content for YouTube and Facebook.

On the larger screen, viewers are more inclined to watch long-form video. The report showed that Connected TV viewers spent 80% of their time watching video content that lasted more than 10 minutes. But tablet viewers weren't too far behind at 68%, and users of that device were more likely to watch video content of between 30 to 60 minutes in length.

video consumption by device and by time

Viewers Watch More Video Via Mobile at Night

In the U.S., viewers watch video on their mobile devices all day long, but even more so in the evenings. The same is true of tablet viewing, and the weekend - the time when many are away from their work desks - is the optimum time for both smartphone and tablet video plays.

Device Shifting - Global 2014 Q3 (2)

While online video has become increasingly popular on mobile devices, the smaller screens of smartphones (even the increasingly larger ones seen on Android and, more recently, on iOS devices) trail larger screens for watching content longer than 10 minutes

While online video has become increasingly popular on mobile devices, the smaller screens of smartphones (even the increasingly larger ones seen on Android and, more recently, on iOS devices) trail larger screens for watching content longer than 10 minutes.

Multi-Screen Engagement 2014 Q3 (2)

On connected TVs, including those connected to the internet via peripheral devices, the vast majority of time spent viewing was with content longer than 10 minutes. In fact, 80 percent of sessions lasted 10 minutes or more, up from 71 percent a year ago.

Tablet viewers increased the amount of time they spent with videos longer than 10 minutes to 68 percent, up from 60 percent a year ago. They also spent about a quarter (23 percent) of their time watching videos between 30 and 60 minutes long, the most of any device.

PCs saw an increase in the amount of time spent watching content longer than 10 minutes (63 percent), compared to a year ago when it was at 40 percent. This result might be attributed in part to viewers watching coverage of the 2014 FIFA World Cup while at work.

Mobile phones were more prominent than ever in terms of share of time watched for videos 1–3 minutes long (22 percent), the most of any device. Viewers often use their phones to sample content, watch previews, check scores and highlights, or quickly catch up with the news before switching to larger screens.

Mobile Video Views and Plays Will Continue to Increase

We’ve all heard the statistics: Cisco says 79 percent of all IP traffic will be video in 2018, up from 66 percent in 2013. By 2016, meanwhile, two thirds of all mobile traffic will be video, and Internet video to TV will see a 4X increase by 2018. Two years ago, those numbers would have been stunning. Today, they’re merely minor skirmishes in the global battle for video consumption that we can already see just over the horizon.

The full report can be accessed, in exchange for registration details, from the Ooyala site.