People viewing online content from broadcast and entertainment TV networks watch live video 2.5 times longer than they do video-on-demand (VOD) content, according to a recent report released by Ooyala.
Live sports, breaking news, and special events are watched for longer periods online across all devices (desktop, tablet, mobile, and settop), compared with short-form and long-form VOD offerings from broadcasters, the study found.
Below, additional findings from the Global Video Index: Broadcaster Edition, which is based on global data collected in March 2013.
Prime Online Viewing Times
- Prime viewing hours for online broadcast content is noon on weekdays and 9 PM on weekends.
- Tablet viewing spikes on weekends, when viewers spend twice as much time watching video from broadcasters online.
Long-Form Outpaces Short-Form
- 77% of the time spent watching mobile video is with content longer than 10 minutes—such as movies, sporting events, and TV shows.
- The popularity of longer videos could add significant revenue for publishers serving mid-roll ads.
Videos 30+ Minutes Long
- Nearly half of all tablet video consumption is with video at least 30 minutes long.
- Mobile video viewers spend 57% of their time watching premium broadcast content 30-60 minutes long.
About the research: The Global Video Index: Broadcaster Edition is based on data collected in March 2013 from an anonymized cross section of global broadcasters and entertainment networks that use Ooyala technology.
