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The Mobile Video Boom

The Mobile Video Boom. Marcelo Ballvé Editorial Director, Business Insider Intelligence October 28, 2012. Mobile video audiences have exploded – 77% increase in two years. Source: Nielson Cross-Platform Report . Mobile’s share o f t otal v ideo v iews n early d oubled in only 3 months.

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The Mobile Video Boom

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  1. The Mobile Video Boom Marcelo Ballvé Editorial Director, Business Insider Intelligence October 28, 2012

  2. Mobile video audiences have exploded – 77% increase in two years Source: Nielson Cross-Platform Report

  3. Mobile’s share of total video views nearly doubled in only 3 months Combined Share of TV/Video Viewing Time, Globally Tablets Smartphones Source: OoyalaGlobal Video Index Report, Q2 2012

  4. So, what’s behind this surge?

  5. First, mobile device sales have exploded in recent years

  6. And so has mobile content consumption

  7. But there’s a lot more to it.

  8. Our viewing habits are driving the boom.

  9. In the U.S., TV has lost viewers … Audience size Source: Nielson Cross-Platform Report

  10. And live ratings have declined

  11. … Amid a tectonic shift to on-demand and on-the-go video Source: Nielson Cross-Platform Report

  12. Pay TV subscriptions also are trending down Source: Bernstein Research, BI Intelligence estimates

  13. Online video is real and growing fast

  14. And mobile (along with Xbox, etc.) is taking view share from PCs Share of Video Views, Q1 vs. Q2 2012 Source: FreeWheel

  15. Major League Baseball’s video breakdown reveals this trend towards mobile How MLB’s “At Bat” video subscribers watch the games: Connected devices: game consoles and media players Source: MLB

  16. There’s another factor …

  17. More widespread usage of 4G LTE • 4G LTE is 10x faster than 3G • Boosted bandwidth allows for quicker uploads and better streaming quality • Those with 4G LTE are 33% more likely to watch mobile video than thosewithoutit. (source: comScore)

  18. 4G already has 14M customers in the U.S. The ‘Big Three’ LTE Markets Source: Wireless Intelligence, Q2 2012

  19. And more carriers are beginning to offer 4G, and in more markets Number of U.S. markets with LTE coverage, by carrier Source: Wireless Intelligence Q2 2012, carriers

  20. Let’s dig into mobile video habits.

  21. Myth: Smartphone owners don’t watch longer videos. They do! Source: Ooyala

  22. Longer videos are being played across all mobile devices (advertisers like that) Average Minutes Per Play Source: Ooyala, 2012

  23. Here are smartphones only… Average Minutes Per Play Source: Ooyala, 2012

  24. Tablet users “lean back” and watch videos more often than smartphone users Source: comScore, April 2012, age 13+

  25. Mobile video audiences tend to be younger than TV viewers Source: Nielsen

  26. And they are also diverse Source: Nielsen

  27. Like TV, mobile video tends to be watched at night

  28. Apple devices have a huge lead over Google’s Android in mobile video views We are here Source: Freewheel, Q1 2012

  29. What about mobile video ads?

  30. Mobile ad platforms are seeing explosive growth in mobile video ads • eMarketer predicts the U.S. mobile video ad market will reach $1.1 billion by 2015 • Greystripe, a leading mobile ad network, saw a 300% growth in mobile video ad bookings from Q3 to Q4 in 2011 • YuMe, a leading video ad network and platform, saw 75% growth in mobile video ad impressions from Q1 to Q2 in 2012

  31. Video doubled as a share of executions on Opera’s ad network in just six months Source: Opera

  32. And there’s plenty of room to grow… App users still only seeing one or two mobile video ads per day Source: FreeWheel

  33. So, the boom will continue… right?

  34. It depends.

  35. Mobile video already accounts for 59% of all mobile data usage Data Usage Share Source: Cisco 2012

  36. One hour of HD mobile video uses 14x the data of music streaming! Source: AT&T

  37. A continued mobile video surge will drive mobile data usage Source: Cisco 2012

  38. So, carriers might have a lot to say about how quickly mobile video grows • Tiered data plans and high data prices set by carriers could be a huge drag on mobile video • Question of whether cost efficiencies are found and if those savings will be passed on to consumers

  39. At the same time, there are still a lot of smartphones to be sold globally We are here

  40. And many more tablets as well We are here

  41. So the future is definitely mobile

  42. Also, other ‘data-free’ solutions may spring up.

  43. Dylelive TV app doesn’t use data • Dyle requires a built-in or attachable dongle/antenna to pick up TV airwaves • Backed by major broadcasters: Fox, NBC, etc.

  44. Dyle poll finds audiences receptive to more ‘data free’ mobile TV Source: Dyle.TV

  45. The sky is the limit for mobile video… Oct 14 #spacejump is proof • Garnered an 8 million device audience • Set a YouTube live stream record • Users turned to their mobile devices to watch on a weekend

  46. Thank you!

  47. Henry BlodgetFounder, CEO & Editor-in-Chief, Business Insider Marcelo Ballvé, Editorial Director Alex Cocotas, Analyst Josh Luger, Director of Subscription Products Peter Lee, Intern BI Intelligence is a new subscription service from Business Insider that provides in-depth insight, data, and analysis of the mobile industry. More info at intelligence.businessinsider.com

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