I'm pleased to present the 341st edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
Over the past few years, online video viewing has become a completely mainstream activity. There are no better indicators of this shift than viewers’ adoption of mobile and connected TV devices for watching increasingly long-form entertainment programming. Yesterday’s FreeWheel VMR for Q2 ’16 revealed key data around these trends, which Colin and I dig into today.
Critical for mobile video viewing (which we explored in depth on last week’s podcast) to expand further is improving viewing experiences. This is being addressed in lots of ways, and I continue to believe that downloading, for offline viewing, is one of the main solutions. Colin and I also discuss the value of downloading, in the context of YouTube Go, a new offline viewing app launched earlier this week.
Listen in to learn more!
Click here to listen to the podcast (23 minutes, 56 seconds)
FreeWheel has released its Q2 2016 Video Monetization Report, once again sharing valuable insights on premium video viewing and monetization. Continuing its precipitous drop from prior quarters, desktop’s share of video ad viewing declined to 34%, it’s lowest level yet in the U.S. That was down from over 62% one year ago, in Q2 ’15 and 90% just 3 years ago, in Q2 ’13.
While desktop’s number of ad views has stayed steady, the rapid growth of mobile and connected devices has exploded, up 60% in each of the past 2 quarters alone. In Europe, desktop viewing is stronger than in the U.S., with a 43% share, though that’s down from 66% a year ago.
Yesterday YouTube announced YouTube Go, a new mobile app that provides sophisticated new features for offline video use. While YouTube Go will initially only be available in India, it will no doubt be introduced in other geographies once proven in.
YouTube Go builds on YouTube’s embrace of downloading for offline viewing in India and other Asian territories begun nearly two years ago with the introduction of YouTube Offline, which allowed downloading of certain videos for viewing within 48 hours. Earlier this year YouTube added the “Smart Offline” feature that allows users to schedule their downloads to take advantage of off-peak data use.
The pay-TV industry has undergone a seismic shift since the introduction of OTT streaming. Although broadcast TV viewing remains robust in the U.S. with TV’s weekly reach remaining steady at 86 percent in Q4 2015, according to Nielsen viewing figures, both online video and subscription video on demand (SVOD) services, like Netflix, are growing. SVOD penetration rates in the U.S. are currently around 20 percent but are expected to reach 30 percent by 2020. Online video streaming is on the rise as well. As YouTube points out on its own website, consumers watch “hundreds of millions of hours” of its content on a daily basis.