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:
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.