The Mobile Video Boom
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Transcript of The Mobile Video Boom
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The Mobile Video BoomMarcelo BallvéEditorial Director, Business Insider IntelligenceOctober 28, 2012
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Mobile video audiences have exploded – 77% increase in two years
Source: Nielson Cross-Platform Report
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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
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So, what’s behind this surge?
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First, mobile device sales have exploded in recent years
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And so has mobile content consumption
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But there’s a lot more to it.
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Our viewing habits are driving the boom.
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In the U.S., TV has lost viewers …
Audience size
Source: Nielson Cross-Platform Report
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And live ratings have declined
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… Amid a tectonic shift to on-demand and on-the-go
video
Source: Nielson Cross-Platform Report
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Pay TV subscriptions also are trending down
Source: Bernstein Research, BI Intelligence estimates
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Online video is real and growing fast
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And mobile (along with Xbox, etc.) is taking view
share from PCs
Source: FreeWheel
Share of Video Views, Q1 vs. Q2 2012
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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
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There’s another factor …
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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)
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4G already has 14M customers in the U.S.
The ‘Big Three’ LTE Markets
Source: Wireless Intelligence, Q2 2012
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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
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Let’s dig into mobile video habits.
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Source: Ooyala
Myth: Smartphone owners don’t watch longer videos.
They do!
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Longer videos are being played across all mobile devices
(advertisers like that)Average Minutes Per Play
Source: Ooyala, 2012
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Here are smartphones only…
Source: Ooyala, 2012
Average Minutes Per Play
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Tablet users “lean back” and watch videos more often than
smartphone users
Source: comScore, April 2012, age 13+
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Mobile video audiences tend to be younger than TV viewers
Source: Nielsen
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And they are also diverse
Source: Nielsen
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Like TV, mobile video tends to be watched at night
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Apple devices have a huge lead over Google’s Android in mobile
video views
We are here
Source: Freewheel, Q1 2012
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What about mobile video ads?
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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
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Video doubled as a share of executions on Opera’s ad network in just six months
Source: Opera
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And there’s plenty of room to grow…
Source: FreeWheel
App users still only seeing one or two mobile video ads per day
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So, the boom will continue… right?
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It depends.
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Mobile video already accounts for 59% of all mobile data usage
Source: Cisco 2012
Data Usage Share
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Source: AT&T
One hour of HD mobile video uses 14x the data of music streaming!
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A continued mobile video surge will drive mobile data usage
Source: Cisco 2012
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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
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At the same time, there are still a lot of smartphones to be
sold globally We are here
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And many more tablets as well
We are here
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So the future is definitely mobile
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Also, other ‘data-free’ solutions may
spring up.
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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.
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Dyle poll finds audiences receptive to more ‘data free’ mobile TV
Source: Dyle.TV
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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
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Thank you!
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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