Mobile video is white hot, and here’s yet another data point illustrating it: 67% of U.S. consumers say they watch mobile video daily, which is almost equal to the 70% of U.S. consumers who say they watch video on their desktop or laptops daily. And 62% of consumers say they plan to watch more online videos in the next 6 months, on whichever device is handiest.
The data comes from AOL’s new 2017 State of the Video Industry Global Research Study, which covered 7 different markets.
Another day, another move by a major wireless carrier that further boosts mobile video. Yesterday, Verizon announced that it is offering unlimited data plans, for $80/month for the first line and $45/month for subsequent lines. It’s the first time Verizon has offered an unlimited data option since 2011 and is yet another sign of how aggressively wireless carriers are embracing mobile video as a key value proposition, in turn pressuring their business model of incremental payments for data usage.
Cisco has released the latest version of its Mobile Visual Networking Index, now forecasting that video will account for 78% of all mobile data traffic by 2021, increasing in volume by 9x since 2016 when it accounted for 60% of mobile traffic.
The new target updates Cisco’s previous mobile video bullishness; in 2015 Cisco forecast that mobile video would account for 72% of all mobile traffic by 2019. Overall, Cisco is forecasting that 38 out of the 49 exabytes per month that will cross mobile networks in 2021 will be video.
Categories: Mobile Video
T-Mobile is continuing its attack on AT&T by introducing a bonus of one free year of Hulu for AT&T customers who switched to T-Mobile under a prior offer where they received a free year of DirecTV Now. T-Mobile has been sniping at DirecTV Now’s sketchy service since it launched, so its new offer amounts to a make-good for customers who made the switch, but may have ended up feeling underwhelmed by DirecTV Now.
I’m pleased to present the 353rd edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
There are lots of reasons to be optimistic about mobile video’s upcoming growth and on this week’s podcast, Colin and I explore them. 2017 is setting up as a major year of change for mobile video, with numerous positive catalysts.
These include wireless carriers zero-rating their video services and investing in content, mobile data plans becoming more flexible, cable operators entering the wireless market, Facebook emphasizing video, smartphones’ enhanced capabilities, a more conducive regulatory environment and much more. (Colin and I also wrote about these earlier this week here and here)
Listen in to learn more!
Click here to listen to the podcast (20 minutes, 25 seconds)
It was 10 years ago today that Steve Jobs unveiled the iPhone. Looking back, it’s hard to believe that even Jobs could have imagined how profound and far-reaching the iPhone’s impact would be. One short decade later, there is arguably not a single Internet application that hasn’t been impacted by mobile. Meanwhile, many new applications have been created solely as a result of the mobile phenomenon.
Mobile video is certainly one application that was essentially created by the iPhone and subsequent smartphones. Watching video on smartphones is now a completely mainstream behavior, which countless millions of people engage with regularly. But despite mobile video’s already impressive growth, there are at least 7 reasons mobile video is now at a tipping point, with the biggest growth still ahead:
Categories: Mobile Video
Watching video on mobile and connected TV devices is exploding, particularly among younger audiences. Yesterday’s Q3 ’16 FreeWheel Video Monetization Report noted that 22% of video ad views were on connected TVs (up 63% YOY) with 17% on smartphones (up 39% YOY) and another 9% on tablets (up 15% YOY). Combined, that means nearly half of all video ad views are on mobile and connected TV devices.
To further explore video advertising on these devices and programmatic’s growing role, at our recent SHIFT // Programmatic Video & TV Ad Summit, we had two dedicated sessions, one on mobile and one on connected TV devices.
The mobile session included Brian Danzis (Head of Global Video Monetization, Spotify), Jeremy Hlavacek (VP, Global Automated Monetization, The Weather Company, an IBM Business), Frank Sinton (CEO and Founder, Beachfront Media), Sarah Warner (Managing Partner, Digital Investment Lead, Programmatic and Video, GroupM), with Alanna Gombert (SVP, Technology & Ad Operations, IAB) moderating.
The connected TV session included Sean Buckley (SVP, Global Revenue, SpotX), Scott Rosenberg (VP, Advertising, Roku), Seth Walters (Senior Partner, Interactive & Connected Television, Modi Media, part of GroupM) with yours truly moderating.
Below are the session videos.
French video ad tech provider Smart AdServer has ramped up its vertical video ad formats to meet market demand by both publishers and advertisers. In a recent briefing, Romain Job, Smart AdServer’s Regional Manager, US, explained to me that the convergence between video and mobile is driving strong demand for ad units that conform to users’ mobile behaviors.
Vertical video has been popularized by social networks like Facebook and Snapchat which encourage users to quickly thumb through feeds and select videos to view. Conversely, some companies like Verizon with its Go90 mobile app, are encouraging users to turn their phones horizontally to view video.
Topics: Smart AdServer
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)
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.
I'm pleased to present the 340th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
This week we return to the topic of mobile video, which we last discussed in June. Mobile video has reached a milestone, according to new Ooyala data, reaching nearly 51% of all video views, which is 10 times greater share than just 4 years ago.
Mobile video has soared mainly due to the proliferation of smartphones. However monthly data caps have curbed mobile video, as users have learned how expensive exceeding their plans can be. This is why T-Mobile’s “Binge-On” has been so popular and why we’re now seeing the advent of other “zero-rated” services like DirecTV Now.
But as Colin and I discuss, mobile video could get a big boost in 2017 as Comcast and Charter both announced this week they’ll enter the mobile business (here and here). Because they’ll be leveraging millions of their WiFi hotspots, they will likely be able to not only offer bigger data plans, but also charge subscribers less by bundling mobile phone with other services.
(Note, one clarification - I said I didn’t know of any video service on Verizon Wireless that is zero-rated, but in fact Go90 is.)
Listen in to learn more
Click here to listen to the podcast (21 minutes, 51 seconds)
According to Ooyala’s newly released Q2 ’16 Global Video Index, mobile viewing now accounts for 50.6% of all video views, up a whopping 10x from the 5% viewing share on mobile in Q2 ’12. Ooyala has been tracking mobile viewing for years and this is the first time it has crossed the 50% mark. One year ago, in Q2 ’15, mobile was at 44% viewing share and two years ago, in Q2 ’14, it was just over 25%.
Ooyala attributed the strong growth to the popularity of smartphones and robust WiFi, especially globally. 64% of American adults now own a smartphone and 90% of millennials reported they’re almost never without them. 75% of viewers age 18-29 watch video on their smartphone.
Categories: Mobile Video
If you’re like me, then you’re watching more and more video on your smartphone and you’re also starting to see more video ads. That’s because brands are waking up to the opportunity mobile video represents. To help illustrate some of the payoffs from mobile video ads, Videology has published a new white paper and case studies with 3 different advertisers who have recently had success.
Facebook announced off-the-charts Q2 ’16 earnings yesterday, including $2 billion in net income, double what it was just 6 months ago. Monthly active users increased to 1.71 billion, with 1.1 billion using Facebook daily. From a standing start in mobile just 4 years ago, Facebook generated $5.2 billion or 84% of its quarterly ad revenue from mobile.
There is no question that Facebook has thoroughly conquered mobile. But, far from sitting on its laurels, Facebook is evolving in many ways and over the past year video has become an ever-bigger part of Facebook’s story. Earlier this year, Mark Zuckerberg, Facebook’s Founder, Chairman and CEO, highlighted the role that video is playing in delivering more engaging experiences. Then on yesterday’s earnings call Zuckerberg went a step further, stating the company’s goals plainly, “We see a world that is video first with video at the heart of all of our apps and service.”
Mobile video is growing fast, but monetizing it fully is a work in progress. At the recent Video Ad Summit, participants on the “Capitalizing on Mobile as the First Screen” session included Justin Fadgen (VP, Business Development, Beachfront Media), Kevin Hein (U.S. Industry Lead, Technology and Telecom Vertical, Facebook), Manny Puentes (Chief Technology Officer, Altitude Digital) and Blake Sabatinelli (GM, Newsy) with Anna Bager (SVP, Mobile and Video, IAB), moderating.
Particular challenges for mobile video that the panelists raised included ad/video load times, a limited window to gain the viewer’s attention, standardized measurement, consistent user experiences and the growing role of data. The panelists also discussed the opportunities and challenges around distributed video models on social platforms and how much effort is required to optimize each, among other topics.
The conversation balanced perspectives from the advertiser, publisher, platform and technology perspectives really well. Mobile video has gained a lot of usage, but it’s clear that it’s still early days in fully monetizing it.
Watch the video now (41 minutes, 23 seconds).
News Corp. announced this morning at Cannes Lions the availability of a new viewable vertical video ad for mobile devices that can be bought initially on The Sun and The New York Post. The ad is an outstream format against vertical video content, plays only when in view and can be scrolled past. The ad appears with audio off, which viewers can toggle on. Viewability is measured by Moat per MRC standards.
I'm pleased to present the 326th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
Mobile video is poised to explode over the next 5 years, according to new forecasts from Cisco (which I wrote about here) and Ericsson (which Colin wrote about here). In today’s podcast, Colin and I dig into the highlights.
When you step back, it’s pretty incredible how dominant video and smartphones have become in driving network investments for both wired and wireless carriers. Viewers’ expectations that they can watch video whenever, wherever and however they want has become THE main theme in growing network capabilities. Colin also explains specific technologies being deployed by mobile carriers to support the upcoming data explosion.
Listen now to learn more!
Click here to listen to the podcast (23 minutes, 10 seconds)
Stre.am, which has offered free mobile live-streaming to consumers, is looking to help brands and media companies capitalize on the live-streaming craze by introducing Stre.am Enterprise.
CMO Will Jamieson told me that that two distinguishing features are that Strea.am Enterprise provides a full solution so that content providers can incorporate their live-streams into their own web or mobile properties. In addition, Stre.am has built its own media server that uses RTMP, so it can deliver live streams with sub two-second latency, critical in mobile gaming / eSports apps.
Ooyala has released its Q4 ’15 Global Video Index, finding that mobile video now accounts for 46% of views. That’s up slightly from the 45% Ooyala reported in Q3 ’15 and 44% it reported in Q2 ’15, suggesting that mobile viewing share may be starting to plateau. Smartphones still dominate mobile viewing, driving 6x the share of tablets. For the second quarter in a row, 69% of all videos watched on smartphones were under 10 minutes.
Categories: Mobile Video
GfK MRI has released results of a new study analyzing the amount of time nearly 6,000 smartphone users spend on different activities, finding that just 2% of time is spent watching video. Phone calls and texting are tied for first with 22% of time spent, followed by email and social media (both 10%). Overall GfK’s category of “Entertainment,” which includes web surfing, music, games, video, shopping and reading, accounted for 22% of time spent.
Categories: Mobile Video