Adobe Q3 2014 U.S. Digital Video Benchmark Report identifies internet video watching trends

16.12.2014 17:36

·         Kindle Fire and Samsung Galaxy are much more likely to be used to watch videos than other mobile   devices with 85% and 83% of all visits to media sites respectively resulting in a video view.

·         iOS devices were responsible for 56% of all online TV viewing in Q3 2014 (up 9% YoY)

·         46% of online TV content viewing within the broadcast and cable genre takes place through a browser

·         TVE video growth continued through Q3 '14 (up 108% YoY, 38% QoQ) with mobile devices now accounting for 29% of all online video starts

·         24% more ad views per video occurred on a browser than in apps



New analysis by Adobe Digital Index (ADI) finds the Kindle Fire and Samsung Galaxy are much more likely to be used to watch videos than are other mobile devices.


In fact, according to ADI's Q3 U.S. Digital Video Benchmark, 85% of all visits to a media Web site from a Kindle Fire result in a video view—that’s three times higher than video viewing on an iPad. ADI also found that 83% of visits to a Web site from a Samsung Galaxy result in a video view, which is four times more than on an iPhone. IPhone video-view rates underperformed the average smartphone by 54%, while iPad video-view rates underperformed the average tablet by 49%.


It turns out that there is a screen-size sweet spot for video viewing that some will find rather surprising, according to ADI principal Tamara Gaffney. “When it comes to mobile video, marketers must consider all types of devices,” Gaffney said. “Devices such as the Kindle Fire and the Samsung Galaxy are proving to be very video-centric and could represent a sweet spot.”


Of course, Apple mobile devices continue to dominate when it comes to total online video viewing, with an 80.7% share of video starts on the iPad and an 81.4% share of video starts on the iPhone.


ADI’s analysis is based on 177 billion total online video starts during 2013 and 2014 captured by Adobe Analytics. The analysis found that mobile now accounts for one-third of all online video starts (29%), which is a 68% increase year-over-year (YoY).


ADI analysis also found that Microsoft devices are playing a much bigger role in the mobile video world than previously thought. According to ADI, Microsoft devices realized the largest video-start share growth over the last year when compared with similar devices. Microsoft Surface’s share of video starts, for instance, is up a whopping 200%; Lumia’s share of video starts is up 157%.


Gaffney further noted: “Trends in smartphones will drive video consumption even further, as the new iPhone 6+ also slips into the perfect video-screen size and Microsoft devices, such as the Lumia and Surface, drive more video starts than last year.”


Putting all of these video starts in perspective, ADI looked at the total mobile share of video starts. In Q3 2014, tablets reclaimed the title for having the highest share of video starts among mobile devices, with a 14.3% share; smartphones, which had the lead in Q2 2014, were a tick behind, with 14.2% in Q3.


Online TV Consumption

Another part of ADI’s analysis looked at online TV consumption. Based on 1.79 billion online TV authentications captured by Adobe Primetime, ADI found that iOS devices rule the roost in this category. In fact, Apple devices were responsible for 56% of all online TV starts in Q3 2014, with share up 9% YoY. However, iOS viewing frequency lags Android, as well as gaming console and OTT, devices.


Another interesting finding, according to Gaffney, is that online TV content viewing within the broadcast and cable genre is taking place, primarily, through a browser, with 46% of episodic views being browser-based. Overall, online TV viewing is on the rise, Gaffney said, with video-start growth up 108% YoY, and 38% quarter-over-quarter (QoQ).


According to Joe Martin, an analyst with ADI, the new devices being purchased as gifts for the holiday season will provide an additional lift to the growth of online TV in Q4. More of these devices will also continue to dilute browser share of video starts. IPhone 6/6+, Xbox One, PS4, Samsung Galaxy S5, and Roku rounded out the top five devices in terms of social mentions from Thanksgiving through Cyber Monday, according Martin.


“Mentions over the four-day span suggest that we will see a lot of TV everywhere-capable devices entering the market in 2015, leading to large growth of online TV consumption in Q1,” Martin said.