Mobile video now comprises the majority of video views. About 54% of video views worldwide originate on mobile devices, according to Ooyala’s Global Video Index for the fourth quarter of 2016.
What’s more, mobile will keep growing, and should command 60% of online video views when the numbers are in for the first quarter of 2017, Ooyala said. For the record, mobile accounted for 46% of views a year ago, 34% in 2014, and 17% in 2013.
Good news for marketers comes with this figure, too. Among advertising-supported video, mobile views comprised 56% of the total. The share should rise again this quarter.
Long-form video is leading the viewing charge. It accounted for 47% of all mobile video plays last quarter, ahead of short form with 40%.
While pre-roll is still a critical ad format, accounting for 47% of video impressions, up from 43% a year ago, mid-roll is rising quickly. The number of mid-roll impressions on mobile devices rose from 30% in the third quarter to 48% in the fourth quarter. Mid-roll is becoming a favorite of marketers because of its high completion rates.
