According to Ooyala’s Video Index Report, the generalised videos between 6 minutes and 10 minutes, and beyond for conclusion is, the larger the screen, the more time spent viewing longer-length video. Consumption of video on larger screens tends to be directly proportional to the time spent viewing longer-length videos. For example, longform, or “premium” content is by far the most popular on Internet-connected television, with 80 percent of the viewers’ time spent on video longer than 10 minutes. Connected or Internet TV is traditional TV that is connected to the Internet with or without a peripheral device, such as a video console or cable box. Meanwhile, tablet viewers spent 68 percent of their video time on videos of 10 minutes or more. And mobile viewers spent the least amount of time on long form video and the most amount of time on video shorts, compared to the platforms with larger screens.
“Viewers watched video exceeding an hour in length [four times] more on connected TVs than on tablets, and almost [10 times] more than on mobile phones,” according to the global study.
The study shows that while videos under one minute and especially between one and three minutes are by far the most dominant in length, the videos of 10 minutes or more by far represent the highest share of time watching videos on all devices, especially Internet connected television, followed by tablets, desktop computers and smartphones. While these figures suggest actual time spent and are not an outright poll of users, these data suggest that users are accessing shorter video of under three minutes most of the time, but are still investing most of their time watching videos of more than 10 minutes.
For more information, or to download the executive summary of the 2015 Global Digital Media Trendbook, go to www.wnmn.org.