More than half of all video viewing is now happening on mobile, and most of those views come from phones, not tablets: That’s the gist of a new report from video platform provider Ooyala out Tuesday.
During the third quarter of this year, 52 percent of all video views came from mobile devices, according to Ooyala‘s Global Video Index report. Since Q3 of 2013, mobile video views have grown more than 233 percent — that’s a faster growth rate than the adoption of mobile devices across the world during the same time period.
Around 85 percent of those mobile views came from phones, with tablet video views essentially flat for the past four quarters.
Also notable is that phone viewers increasingly gravitate to longer-form content. 48 percent of all video viewing on smartphones is now related to clips that are five minutes or longer, according to Ooyala. A year ago, that number was still at 23 percent. 30 percent of all viewing is about videos that last 20 minutes or longer.
Unsurprisingly, longer-form content also dominates smart TV and connected device viewing. 90 percent of all viewing time on TV screens is about long-form content, according to Ooyala.
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Ooyala gathers insights for its Global Video Index report from viewing data from its customers around the world. The company, which counts NBCUniversal, Vice and Vudu among its customers, was acquired by Australia’s Telstra in 2014.