For online videos, tablets are now where it is.
According to comScore’s newest numbers, 182 million Americans watched online video content in September for an average of 19.5 hours per viewer, while the United States video audience tallied a total 39.8 billion video views.
According to their data, 85.3 percent of the U.S. Internet audience who viewed online video watched a 5.3 minutes per video, while the average online video ad was 0.4 minutes. Video ads accounted for 14.7 percent of all videos viewed and 1.4 percent of all minutes spent viewing video online.
Ooyala, a leading provider of online video technology and services, released its first quarterly review that found tablet users averaged nearly 30 percent more viewing time per play than those who watched on desktops. They also completed videos at double the desktop rate, and video plays on connected TV devices and game consoles tripled.
“Viewers like to watch long-form content on big screens. For videos more than 10 minutes long, viewers using connected TV devices and game consoles were more than twice as likely to complete a video as viewers on desktops,” said Ooyala’s Adam Sewall.
Apple’s iPads crushed Android tablets for total audience size, according to Sewall, as iPads accounted for 97 percent of all tablet video plays.
According to social media analysts, the jump in tablets highlights the culture shift in how people are consume multimedia online and how the Internet is increasingly becoming a predominantly mobile market.
“In the end, Ooyala’s study seems to prove how it is becoming of increasing importance for content publishers to develop strategies for tablets,” said TechCrunch’s Rip Empson. “
With viewers watching 28 percent longer per play on tablets compared to desktops, the publishers are now beginning to be guaranteed to have access their viewers’ eyeballs for a longer time. No doubt advertisers will be taking note of this,” Empson added.
“The report confirms what we’ve known all along: people are watching more and more video online,” Sewall explained. “We’re simply in the midst of a fundamental shift in how people everywhere watch TV, film and video content.”