“The cord-nevers of the Millennial generation are pushing mobile higher – and video-happy Generation Edge is close behind with smartphones in hand,” says Telstra subsidiary Ooyala, introducing its new Global Video Index covering the last quarter of 2015.
And, as fairly priced legal OTT/streaming services roll out, piracy will become a “why bother?” affair instead of a have-to-because-there’s-no-other-way-to-access effort. Principal analyst, Jim O’Neill, points to Australia, where video piracy dropped 29% six months after Netflix launched.
“Millennials who grew up in the Wild West of early streaming (read: there’s NO content available to legally stream that I want to watch), have begun to discover that it’s a lot easier to pay a fair price for content from a reliable source, and that when you go that route, you get a higher quality version that’s also... virus free,” he says.
“Content owners, meanwhile, have begun to discover that making content available at a reasonable cost also has other benefits: You create a revenue line where you had none before and, if your content is good enough, you create a reliable, sticky fan base,” he adds.
The new index shows Singapore leads the APAC region in mobile viewing, spending 55% of its online viewing time on smartphones and tablets, the index says, pointing out that 60% of Singaporeans own a table.
Australia (53%) is second on the mobile video viewing rankings, followed by Japan (50%), Indonesia (49%) and South Korea (47%).
Five of the 15 Asia-Pacific countries analysed in the report top the global average of mobile video viewing, specifically on tablets.
In the Philippines, for instance, tablets make up 32% of all mobile video plays, with Australia coming in at 29% and New Zealand at 31%.
Mobile phones and tablets combined now represent 46% of all online viewing across the globe, up from 34% in Q4 2014.
Ooyala points out the “mobile is king” in the Asia Pacific, where tablets are used “significantly more often t...
“The cord-nevers of the Millennial generation are pushing mobile higher – and video-happy Generation Edge is close behind with smartphones in hand,” says Telstra subsidiary Ooyala, introducing its new Global Video Index covering the last quarter of 2015.
And, as fairly priced legal OTT/streaming services roll out, piracy will become a “why bother?” affair instead of a have-to-because-there’s-no-other-way-to-access effort. Principal analyst, Jim O’Neill, points to Australia, where video piracy dropped 29% six months after Netflix launched.
“Millennials who grew up in the Wild West of early streaming (read: there’s NO content available to legally stream that I want to watch), have begun to discover that it’s a lot easier to pay a fair price for content from a reliable source, and that when you go that route, you get a higher quality version that’s also... virus free,” he says.
“Content owners, meanwhile, have begun to discover that making content available at a reasonable cost also has other benefits: You create a revenue line where you had none before and, if your content is good enough, you create a reliable, sticky fan base,” he adds.
The new index shows Singapore leads the APAC region in mobile viewing, spending 55% of its online viewing time on smartphones and tablets, the index says, pointing out that 60% of Singaporeans own a table.
Australia (53%) is second on the mobile video viewing rankings, followed by Japan (50%), Indonesia (49%) and South Korea (47%).
Five of the 15 Asia-Pacific countries analysed in the report top the global average of mobile video viewing, specifically on tablets.
In the Philippines, for instance, tablets make up 32% of all mobile video plays, with Australia coming in at 29% and New Zealand at 31%.
Mobile phones and tablets combined now represent 46% of all online viewing across the globe, up from 34% in Q4 2014.
Ooyala points out the “mobile is king” in the Asia Pacific, where tablets are used “significantly more often to view video than in the rest of the world”.
“Where tablet views make up just one out of every seven mobile views in the rest of the world, they make up one of every five in APAC countries,” the report says.
The new index says the total share of long-form viewing (content longer than 10 minutes) on connected TVs grew to 74% in 2015. This represents 72% annual growth, up from 43% in Q1; 53% in Q2; and 71% in Q3. In comparison, long-form content represented 51% of the viewing share on tablets in Q4 2015, 38% on desktops, and 31% on mobile.
“This shows viewers are more inclined to watch long-form video on larger screens as connected devices and TVs become more ubiquitous in the market and more premium content is made available and easily accessible,” Ooyala says.
Tablets made up 22% of all overall mobile video views in Asia Pacific in the last quarter of 2014, beating the global average by 3%.
Published on ContentAsia's eNewsletter, 18 April 2016