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Report: Live Video Still Trumps VOD

18 Jun, 2014 By: Erik Gruenwedel

Appointment television isn’t dead, according to a new research report. Consumers globally still prefer watching long-form video on connected TVs instead of mobile devices. And when they watch, it’s live news, events or linear programming; not video-on-demand, according to Ooyala’s Q1 2014 Global Video Index report.

Mountain View, Calif.-based Ooyala anonymously tracks the viewing habits of viewers in 239 countries and territories, from Argentina to Zimbabwe.

The firm found that viewers watched 53 minutes of live video per session on a connected TV compared with 4.6 minutes of recorded or video-on-demand. Indeed, on connected TVs viewers spent 61% of their viewing time with videos longer than 30 minutes; 39% of that time, viewing sessions were an hour or more.

The discrepancy was just as profound when watching video on a desktop computer, with 34 minutes of live video content consumed compared with 2.6 minutes of VOD. Ooyala found that on desktops, one-third of time consumed was with content 10 to 30 minutes in length, a category that also reached a 29% share of time watched on tablets, 23% on mobile phones and 19% on connected TVs.

On mobile devices, the differences were less pronounced, with 9.8 minutes of live video consumed per session on a tablet compared with 3.7 minutes of VOD. On mobile phones, 4.6 minutes of live video was consumed compared with 2.5 minutes of VOD.

About 48% of video sessions on tablets were of videos 30 minutes or longer (27% of which was 60+ minutes); mobile phones saw a 35% share, split almost equally between 60+ minutes and 30–60 minutes of content; and computers saw a 34% share, with 30–60 minutes of content at 24% and 60+ minutes at 10%.

“Engagement with both connected TVs and computers indicates that viewers prefer larger screens for live events and live linear TV. And, as in previous quarters, live content captures viewers’ attention longer than VOD,” read the report.

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