the mobile video boom
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The Mobile Video Boom. Marcelo Ballvé Editorial Director, Business Insider Intelligence October 28, 2012. Mobile video audiences have exploded – 77% increase in two years. Source: Nielson Cross-Platform Report . Mobile’s share o f t otal v ideo v iews n early d oubled in only 3 months. - PowerPoint PPT PresentationTRANSCRIPT
The Mobile Video BoomMarcelo BallvéEditorial Director, Business Insider IntelligenceOctober 28, 2012
Mobile video audiences have exploded – 77% increase in two years
Source: Nielson Cross-Platform Report
Mobile’s share of total video views nearly doubled in only 3 months
Source: Ooyala Global Video Index Report, Q2 2012
Combined
Tablets
Smartphones
Share of TV/Video Viewing Time, Globally
So, what’s behind this surge?
First, mobile device sales have exploded in recent years
And so has mobile content consumption
But there’s a lot more to it.
Our viewing habits are driving the boom.
In the U.S., TV has lost viewers …
Audience size
Source: Nielson Cross-Platform Report
And live ratings have declined
… Amid a tectonic shift to on-demand and on-the-go
video
Source: Nielson Cross-Platform Report
Pay TV subscriptions also are trending down
Source: Bernstein Research, BI Intelligence estimates
Online video is real and growing fast
And mobile (along with Xbox, etc.) is taking view
share from PCs
Source: FreeWheel
Share of Video Views, Q1 vs. Q2 2012
Major League Baseball’s video breakdown reveals this trend
towards mobile
Connected devices: game consoles and media players
How MLB’s “At Bat” video subscribers watch the games:
Source: MLB
There’s another factor …
More widespread usage of 4G LTE
4G LTE is 10x faster than 3G
Boosted bandwidth allows for quicker uploads and better streaming quality
Those with 4G LTE are 33% more likely to watch mobile video than those without it. (source: comScore)
4G already has 14M customers in the U.S.
The ‘Big Three’ LTE Markets
Source: Wireless Intelligence, Q2 2012
And more carriers are beginning to offer 4G, and
in more marketsNumber of U.S. markets with LTE coverage, by carrier
Source: Wireless Intelligence Q2 2012, carriers
Let’s dig into mobile video habits.
Source: Ooyala
Myth: Smartphone owners don’t watch longer videos.
They do!
Longer videos are being played across all mobile devices
(advertisers like that)Average Minutes Per Play
Source: Ooyala, 2012
Here are smartphones only…
Source: Ooyala, 2012
Average Minutes Per Play
Tablet users “lean back” and watch videos more often than
smartphone users
Source: comScore, April 2012, age 13+
Mobile video audiences tend to be younger than TV viewers
Source: Nielsen
And they are also diverse
Source: Nielsen
Like TV, mobile video tends to be watched at night
Apple devices have a huge lead over Google’s Android in mobile
video views
We are here
Source: Freewheel, Q1 2012
What about mobile video ads?
Mobile ad platforms are seeing explosive growth in mobile video ads
eMarketer predicts the U.S. mobile video ad market will reach $1.1 billion by 2015
Greystripe, a leading mobile ad network, saw a 300% growth in mobile video ad bookings from Q3 to Q4 in 2011
YuMe, a leading video ad network and platform, saw 75% growth in mobile video ad impressions from Q1 to Q2 in 2012
Video doubled as a share of executions on Opera’s ad network in just six months
Source: Opera
And there’s plenty of room to grow…
Source: FreeWheel
App users still only seeing one or two mobile video ads per day
So, the boom will continue… right?
It depends.
Mobile video already accounts for 59% of all mobile data usage
Source: Cisco 2012
Data Usage Share
Source: AT&T
One hour of HD mobile video uses 14x the data of music streaming!
A continued mobile video surge will drive mobile data usage
Source: Cisco 2012
So, carriers might have a lot to say about how quickly mobile
video grows Tiered data plans and
high data prices set by carriers could be a huge drag on mobile video
Question of whether cost efficiencies are found and if those savings will be passed on to consumers
At the same time, there are still a lot of smartphones to be
sold globally We are here
And many more tablets as well
We are here
So the future is definitely mobile
Also, other ‘data-free’ solutions may
spring up.
Dyle live TV app doesn’t use data
Dyle requires a built-in or attachable dongle/antenna to pick up TV airwaves
Backed by major broadcasters: Fox, NBC, etc.
Dyle poll finds audiences receptive to more ‘data free’ mobile TV
Source: Dyle.TV
The sky is the limit for mobile video… Oct 14 #spacejump is proof
• Garnered an 8 million device audience
• Set a YouTube live stream record
• Users turned to their mobile devices to watch on a weekend
Thank you!
Henry BlodgetFounder, CEO & Editor-in-Chief, Business Insider
Alex Cocotas, Analyst
Marcelo Ballvé, Editorial Director
BI Intelligence is a new subscription service from Business Insider that provides in-depth insight, data, and analysis of the mobile industry.
More info at intelligence.businessinsider.com
Peter Lee, Intern
Josh Luger, Director of Subscription Products