Long-Form Video Is Now the Most Popular Content Regardless of Screen Size, New Ooyala Q1 2017 Video Index Reveals
13 June 2017
SANTA CLARA, Calif. -- (June 13, 2017) -- Ooyala, a leading provider of software and services that simplify the complexity of producing, streaming and monetizing video, today released its Q1 2017 Global Video Index, revealing, for the first time, long-form content represents the majority of time spent watching video on every screen. This quarter's report also tracks variances in video consumption between the East and West coasts of the United States, the continued growth of mobile, as well as emerging trends in online video advertising.
Long-Form Leads On Every Screen
While short-form video has the greatest chance of being watched in its entirety, for the first time, long-form content-greater than 20 minutes in length-now represents the majority of time spent watching video across all screen sizes, at 63 percent.
Much of that is due to the increasing amount of premium content that services are now making available to all devices. As longer content becomes more prevalent, short-form is losing its dominance, particularly as larger mobile screens are now more common.
By device, the study finds long-form content now represents:
98% of all time spent watching video on connected TVs, up from 83% the year before;
81% on tablets, also up notably from 51% the year before;
65% on computers, nearly doubling from a year before (35%);
55% on smartphones, a 26% increase from Q1 2016.
Global Video Consumption: Mobile Paves the Way
Mobile viewing continues to be a major driver of OTT growth, reaching a new high of nearly 57 percent of all video plays in Q1 2017 with smartphones accounting for 47 percent of total plays and tablets the other 10 percent. Although mobile plays were dominant in every region, Ooyala found an 11 percent variance in consumption between North American viewers and more active viewers in the Asia-Pacific (APAC) region; while Europe, the Middle East, and Africa (EMEA) and Latin America (LATAM) saw more than 10 percent year-over-year growth in mobile consumption.
Regionally, the study finds:
In EMEA, mobile plays represent 54% of all video plays, up from just 42% a year ago;
In North America, mobile represents slightly more than half of all video plays, up from 48% a year ago;
In APAC, 61% of all video plays are on mobile, up from 46% a year ago;
In LATAM, mobile plays topped 56%-up from 46% a year earlier, with tablets representing 5%, the least of any region.
Adoption of mobile devices isn't slowing down, and consumers are as comfortable watching long-form content on smartphones and tablets as they are short clips, said Ooyala Principal Analyst and Strategic Media Consultant, Jim O'Neill. It's no longer enough to simply deliver content to a mobile device. Ensuring the highest quality video, in addition to easy discovery and navigation, has become a must-have for any compelling viewing experience. Video providers should be prepared to make all of their content available for mobile consumption, and business strategies must embrace all screen sizes.
The East vs West Divide: Time of Day & Device Use In the US
Ooyala found variances in when and how video is consumed on the East and West coasts of the United States over the course of a week. In general, viewers on the West Coast tend to start their activity earlier on all devices for morning news and stock market updates happening on the East Coast, regardless of the device. The report shows:
Personal computers: Ramp up in the morning as early as 5 a.m. local time on both coasts, peaking mid-day on the weekdays, but trailing off quickly as the work day ends. PCs are the only device that sees greater consumption on weekdays than on the weekends in the mornings.
Smartphones: Both coasts see peak activity between 9-10 a.m. and again around 9 p.m. with little variance in between peak times due to the personal, go-to nature of smartphones every day of the week.
Tablets: See the greatest consumption on weekend mornings. Around 6 p.m., for both coasts, consumption trails off on the weekends, but rises to the highest consumption on weekday nights, and more so on the East versus the West.
More Q1 2017 Global Video Index Highlights:
APAC saw the largest growth in mobile video consumption of any region, jumping 15% since last year;
Broadcasters increased their reliance on tablets for mid-roll ads, delivering 54% of total mid-roll ads on those devices. Mobile devices represent nearly 66%, unseating PCs (26.5%), a big drop from when PCs held the lion's share (39%) in Q4 2016.
About Ooyala:
Ooyala is a leading provider of software and services that simplify the complexity of producing, streaming and monetizing video. Providing a set of Integrated Video Platform solutions, Ooyala's comprehensive suite of offerings includes one of the worlds largest premium video platforms, a leading ad decisioning platform and a media logistics solution that improves video production workflows. Built with superior analytics capabilities for advanced business intelligence, Ooyalas solutions help broadcasters, operators, media and production companies get content to market faster, build more engaging and personalized experiences across every screen, and maximize return for any video business.
Vudu, Star India, Sky Sports (U.K.), ITV Studios (U.K.), RTL Group (Germany), TV4 (Sweden), Mediaset (Spain), America Television (Peru), and Media Prima (Malaysia): these are just a few of the hundreds of broadcasters and media companies who choose Ooyala.
Headquartered in Silicon Valley, Ooyala is a subsidiary of global telecommunications and IT services company Telstra and has offices in Chennai, Cologne, Dallas, Guadalajara, London, Madrid, New York, Paris, Singapore, Stockholm, Sydney, Tok
Most recent headlines
09/11/2025
Dalet today announced a transformative leap forward for media operations: Agentic Artificial Intelligence (AI) that unifies the Dalet ecosystem under one natura...
16/10/2025
Parks Associates has released new data showing that nearly half (45%) of U.S. internet homes watch free ad-supported streaming TV (FAST) services and 89% of U.S...
16/10/2025
TROY, Mich. -New data from J.D. Power's 2025 U.S. Residential Internet Service Provider Study shows that residential wireless internet providers are growing...
15/10/2025
Across the world, early-career reporters are interrogating systems that shape daily life, from mortuaries and classrooms to the corridors of legal education and...
15/10/2025
St. Louis Blues Pay Tribute to Ozzy Osbourne in New Pregame Open VideoThe NHL franchise worked with production firms 2WEI and 4th Floor CreativeBy Mark J Burns,...
15/10/2025
Cobalt Digital, G3DVu, Proxima Vision, and Telos Alliance Renew Premier Sponsors...
15/10/2025
By Paige Bethmann
Before my grandmother passed away in 2019, I went to visit her in the hospital where she'd been for a few weeks. When I arrived, the nurs...
15/10/2025
Two years ago, Spotify set out to grow the entire publishing industry by making ...
15/10/2025
People turn to DJ for a listening experience that feels personal, dynamic, and j...
15/10/2025
Las personas recurren a DJ para vivir una experiencia de escucha personal, din m...
15/10/2025
Rock legend Bruce Springsteen and luminary actor Jeremy Allen White came togethe...
15/10/2025
At Spotify, we're all about supporting rising talent and helping them connec...
15/10/2025
New SBS Documentary Series THE CANCER KILLERS Premieres 4 November on SBS & SBS ...
15/10/2025
SBS celebrates the Festivals of Lights with bold, illuminating stories across th...
15/10/2025
One of humanity's most profound questions continues: Is there any place in our galaxy suitable for life beyond Earth? NASA intends to find out, with the hel...
15/10/2025
eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({ content_source:......
15/10/2025
Scality, a global leader in cyber-resilient storage software for the AI era, today announced the advancement of its comprehensive AI ecosystem certification pro...
15/10/2025
The Hollywood Professional Association (HPA) today unveiled key highlights of the 2026 HPA Tech Retreat, scheduled for Feb. 15 19 at the Westin Rancho Mirage Go...
15/10/2025
At NAB Show New York 2025 (Stand 244), Interra Systems will showcase the future of media QC, monitoring, and captioning, highlighting its award-winning, AI- and...
15/10/2025
Grass Valley today announced that RMC BFM, part of the CMA-CGM Group and France's third-largest private media group, has chosen Grass Valley's productio...
15/10/2025
Appear, the global leader in live production technology, will demonstrate how its powerful hardware and software innovations are shaping the future of hybrid, s...
15/10/2025
Rakim to Join Berklee's Hip-Hop Hall of Fame at Signature Series Concert The rap icon becomes the latest inductee, following luminaries such as Roxanne Sh...
15/10/2025
Berklee Brings Live Music to the Head of the Charles Student artists will perform on multiple riverfront stages during the 60th anniversary of the world's...
15/10/2025
CobbTV, the government access television channel for Cobb County, Ga. recently acquired an automated playout system from Pebble, a global provider of automation...
15/10/2025
OSLO, Norway Appear, the global leader in live production technology, will demonstrate how its powerful hardware and software innovations are shaping the future...
15/10/2025
NEW YORK The NBA is making major changes to the NBA App and NBA TV as it takes control of them from TNT Sports, which has long managed the league's digital ...
15/10/2025
SAN MATEO, Calif. In what promises to be a major expansion of interactive features and personalized content on the DirecTV platform, the operator and Glance hav...
15/10/2025
SAN JOSE, Calif. Roku has launched changes to its user interface (UI) that the streaming platform says will better showcase original programming on the platform...
15/10/2025
LOS ANGELES Software-defined data storage and data services provider OpenDrives has elevated Alex Dunfey to chief technology officer, responsible for driving th...
15/10/2025
Abu Dhabi, UAE October 15, 2025: Space42 (ADX: SPACE42), the UAE-based AI-powe...
15/10/2025
Sheldon Nichols and Will Trickett to find and prepare more classic cars for budget conscious would-be owners from Wiser Films
UKTV have recommissioned the clas...
15/10/2025
Wednesday 15 October 2025
Nick Cave
JPEG (275 KB)
Explore the creative univer...
15/10/2025
Wednesday 15 October 2025
From breaking up with your partner to quitting your job - new polling shows some messages are just too scary to send
Over a fifth (...
15/10/2025
Rohde & Schwarz unveils compact MXO 3 oscilloscopes with 4 and 8 channels: Advan...
15/10/2025
Back to All News
Revenge Series The Resurrected' Captivates Audiences Across Asia
Entertainment
15 October 2025
GlobalTaiwan
Link copied to clipboard
...
15/10/2025
Back to All News
Bringing the Best in VFX and Virtual Production Together as Eyeline
Jeffrey Shapiro
CEO, Eyeline
Business
15 October 2025
GlobalCanadaInd...
15/10/2025
Deployed by Astound Business Solutions, Harmonic's Primary Distribution Solution Ensures Outstanding Video Quality and Seamless Ad Insertion at the Edge
SA...
15/10/2025
Collaboration extends a trusted relationship as RMC BFM invests in scalable, fut...
15/10/2025
Series coming in 2026 stars Tom Vaughan-Lawlor, Justine Mitchell and Jason O'Mara released today
RT today released first look images of new comedy-drama ...
14/10/2025
SVG Europe Summit 2025: All Sessions Now Available to Watch on SVG PLAYNetworking event that preceded IBC2025 shone a light on elite live sports innovation acro...
14/10/2025
SVG Sit-Down: Author Rich Podolsky on Writing Madden & Summerall: How They Revo...
14/10/2025
SVG All-Stars: Michael Reiners, Coordinating Producer, FloRacingThe Illinois State grad steers a vast schedule of motorsports events at tracks across the countr...
14/10/2025
Content protection: Getting the right management for your DRM By Neal Romanek
Friday, October 10, 2025 - 10:11
Print This Story
Eluvio power the EPCR'...
14/10/2025
As League Takes Over Ops, NBA TV and NBA App Add 60 Games, Weekday Studio Show, ...
14/10/2025
Time and effort: World's largest student-led broadcast prepares to go On Air...
14/10/2025
(L-R) Guest, Kimberly Robinson Jones, Geeta Gandbhir, Pamela Dias, and Takema Ro...
14/10/2025
Lossless ist jetzt mit Spotify Premium verf gbar.
Verlustfreies Audio war eine...
14/10/2025
La qualit Lossless est disponible sur Spotify Premium.
Le format sans perte de...
14/10/2025
For the seventh edition of Spotify and FC Barcelona's artist jersey series, ...
Long-Form Video Is Now the Most Popular Content Regardless of Screen Size, New Ooyala Q1 2017 Video Index Reveals 
