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Streaming TV Engaging Viewers

18 Sep, 2013 By: Doug McPherson

MOUNTAIN VIEW, Calif. – Those streaming content to their TV – using a smart TV, set-top box, game console or companion device – are the most engaged, especially with live content, says a new study from Ooyala, a digital video technology company.

And connected TV viewers spent 56 percent of their total viewing time watching videos longer than 10 minutes, with 45 percent watching videos longer than half an hour. Ooyala explains TV viewers are in a “lean-back” mindset while watching any type of video on their big video screens.

But viewers also like their mobile and tablet video, especially after work hours. The study says mobile “video plays” peak on Friday and Saturday nights, with mobile video plays surging between 8 p.m. and 10 p.m. – a time when many devices are connected to WiFi.

Also, most tablet video plays occur on Friday night, when people use these devices as first and second screens. As with mobile video, people watch more daytime tablet TV on the weekends.

Overall, mobile video activity grew 28 percent and tablet video was 18-percent higher in the second quarter of this year.

Other findings:

  • The share of tablet and mobile video grew 19 percent in the first quarter of 2013, after doubling in 2012.
  • Mobile and tablet video now account for more than 10 percent of all online video plays. This is the highest percentage to date reported by Ooyala, and more than double the 4-percent share that mobile and tablet accounted for in 1Q 2012.
  • Mobile and tablet video viewers spent more than half of their total online viewing time watching long-form videos last quarter (longer than 10 minutes).
  • 25 percent of total tablet viewing time was spent with content more than 60 minutes long.

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