ose devices mobile are ose who attract to more viewers in services global AVOD

Those devices mobile are those who attract to more viewers in services global AVOD The latest report from Ooyala reveals mobile displays to represent 54% and is expected to grow to 60% in the first quarter of 2017.

Ooyala in its report for the last quarter of 2016 Global Video Index reflects that mobile devices are those more visualizations monopolize to AVOD, global services under advertising model. It also shows the variations in consumption habits by device and region, and continues with the monitoring of the upward trajectory of the mobile as a primary device for video consumption.

The report analyzes data from customers AVOD with contents related to sports, news and entertainment in different regions. The results show that, globally, mobile devices (sum of smartphones and tablets) build up 56% of the displays. Smartphones account for the bulk of this figure, with 45%, a figure slightly higher than desktop computers. The tablets together 11% of the displays.

Regionalization

By regions, in APAC them displays mobile in AVOD are slightly superior to the average, with a 58%.

EMEA has with the data more high of visualizations mobile in AVOD, with a 60%, and the tablets agglutinate the greater percentage of consumption of all the regions, with a 12%.

Meanwhile, in Latin America the mobile consumption in AVOD represents 56% while in North America the AVOD displays from mobile devices are the lowest, with a 50% (6% less than the average and 10% less than EMEA). This is due, in part, to the maturity of the market and also to users increasingly use more connected devices, more specifically, connected TVs and Smart TVs.

Contents of long duration

In the last quarter of 2016, the visualizations mobile concentrated the 54% of the visualizations of video online, when the year previous the data was of 46%. In fact, in November mobile devices took over 56% of the totality of views and in December grew to 58%. Based is in this growth, Ooyala expects that the figure reach the 60% during the first quarter of the 2017.

The use of long-lasting from mobile devices video also continues to grow. Connected TVs and tablets are still platforms most chosen for their consumption, with a 96 and 65 per cent respectively. However, mobile devices already are not used only for short videos. The contents of long duration was 47% of mobile displays in the fourth quarter of the year, beating out the short video, which brought together 40% of the displays. For this reason, content providers must design its strategy focusing on mobile phones, since it is positioned as a character device to view longer videos.

Jim ONeill, Ooyala main Analyst and Strategic Media Consultant, stressed that "we have witnessed a sustained increase in the premium subscriptions and content under advertising becoming over the top model, and consumers are deciding which one will be the winner. Based on the data and feedback from customers, we see that the TV model is evolving into a hybrid model that integrates SVOD and AVOD accessible from any device. The result is that the television of the future will not be anything like traditional television with which we grew up."

Duration of videos

Ooyala report draws attention to the territory APAC where short videos from desktop viewing is 28% higher than the world average.

In Latin America the figure of visualization of videos of long duration from tablets is a 19% higher that in the rest of the world.

On the other hand, Ooyala stands out in its study that publishers have witnessed an increase in impressions mid-roll on mobile devices, a fact that has grown from 30 percent in the third quarter of the year to 48% in the last quarter.

Por ltimo, los broadcasters han sido testigos de una tasa de finalizaci n de anuncios mid-roll de un 96% en todos los dispositivos, mientras que los editores experimentaron un descenso desde el 84 al 78% en este trimestre.

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