Content of long-lasting: the King on any screen Aunque el v deo de corta duraci n tiene m s posibilidades de ser visionado en su totalidad, por primera vez el v deo de larga duraci n (m s de 20 minutos) representa el contenido m s visto a trav s de todo tipo de pantallas, con un 63%.
Ooyala ha publicado su informe trimestral, Q1 2017 Global Video Index, que muestra que por primera vez el contenido de larga duraci n fue el m s visto en todo tipo de pantallas. El informe correspondiente al primer trimestre del a o tambi n analiza las diferencias de consumo de v deo entre las costas este y oeste de Estados Unidos, el crecimiento sostenido de los dispositivos m viles y la emergencia de nuevas tendencias en anuncios de v deo online.
Aunque el v deo de corta duraci n tiene m s posibilidades de ser visionado en su totalidad, por primera vez el v deo de larga duraci n (m s de 20 minutos) representa el contenido m s visto a trav s de todo tipo de pantallas, con un 63%.
En gran medida esto se debe a la creciente oferta de contenido premium que existe ya en formato multi-dispositivo. A medida que el contenido de larga duraci n se hace m s protagonista, el de corta duraci n pierde importancia, precisamente porque las pantallas grandes en dispositivos m viles son cada vez m s comunes.
Segmentando por dispositivo, el informe refleja que el contenido de larga duraci n representa: el 98 % del total del tiempo destinado a ver v deo en televisiones conectadas, que ha crecido desde el 83 % del a o anterior; el 81% en tabletas, que ha crecido tambi n notablemente desde el 51% del a o anterior; el 65% en ordenadores, cifra que casi dobla la del a o anterior (35%); y un 55% en smartphones, lo que supone un crecimiento del 26% con respecto al primer trimestre del a o 2016.
Visualizaci n m vil
La visualizaci n m vil sigue siendo uno de los principales impulsores del crecimiento de contenido OTT (Over The Top), alcanzando un nuevo m ximo de casi el 57 % de todos los v deos visionados en el primer trimestre del a o. De ellos, el 47 % corresponde a visualizaciones desde smartphones y el 10 % a tabletas. Aunque las visualizaciones desde dispositivos m viles dominaron en todas las regiones, el informe denota un 11% de diferencia entre los espectadores de Norteam rica y los m s activos de la regi n Asia-Pac fico (APAC). En cambio, en Europa, Oriente Medio y frica (EMEA), y Am rica Latina (LATAM), se experiment un 10 % de crecimiento interanual en consumo de v deo m vil.
Diferenciando por regiones el informe concluye que en EMEA, la visualizaci n m vil representa el 54 % del total de visualizaciones, creciendo desde el 42% del a o anterior. Por su parte, en Norteam rica, los dispositivos m viles acaparan un poco m s de la mitad de las visualizaciones de v deo, creciendo desde el 48% de 2016. En APAC, el 61 % de las visualizaciones de v deo se realizaron desde dispositivos m viles, creciendo desde el 46 % del a o pasado. En LATAM, las visualizaciones m viles alcanzaron el 56 %, subiendo desde el 46 % del a o anterior. Las tabletas representan el 5% (la cifra m s baja de cada regi n).
Jim O'Neill, Ooyala Principal Analyst and Strategic Media Consultant, destaca que la adopci n de los dispositivos m viles no cesa y los consumidores se sienten tan c modos viendo contenido de larga duraci n desde sus smartphones o tablets como v deos de corta duraci n. Ya no vale con tan solo entregar contenido a los dispositivos m viles. Se debe asegurar la m s alta calidad del v deo adem s de una navegaci n sencilla, factores determinantes para lograr una experiencia placentera. Los proveedores de v deo deben estar preparados para hacer que su contenido est disponible para consumo m vil y sus estrategias de negocio deben abarcar pantallas de todos los tama os .
El estudio destaca tambi n que APAC fue la regi n con mayor crecimiento en consumo de v deo desde dispositivos m viles, aumentando un 15% con respecto al a o anterior. Por ltimo, las cadenas de televisi n aumentaron su confianza en las tabletas para la entrega de anuncios mid-roll, sirviendo el 54 % de ese tipo de anuncios en dichos dispositivos. Los dispositivos m viles representaron cerca de un 66 %, desbancando a los PCs (26,5%), que sufrieron una gran bajada con respecto al 39% que aglutinaban en el ltimo trimestre de 2016.
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Content of long-lasting: the King on any screen Aunque el v deo de corta duraci n tiene m s posibilidades de ser visionado en su totalidad, por primera vez el v deo de larga duraci n (m s de 20 minutos) representa el contenido m s visto a trav s de todo tipo de pantallas, con un 63%. 
