There has been rapid growth of mobile video consumption and the proliferation of premium, live and long-form video on more screens. The need is bigger than ever for content providers to take advantage of new forms of big data analytics and audience measurement to better understand online audience behavior, help guide content strategies and maximize revenue.
As faster wireless networks are built around the globe to provide higher bandwidth for smart devices, mobile viewership continues to rise. In the past year, mobile video viewing has more than doubled to represent over 25 percent of all online viewing, increasing 127 percent year-over-year and 400 percent in the past two years.
By 2018 mobile video traffic could make up 69 percent of the world’s Internet traffic, reinforcing the opportunity for content providers, broadcasters and publishers to build business-sustaining revenue streams with digital video — particularly on mobile devices.
A recent report by online video platform provider, Ooyala takes a look at the potential impact of weather on multiscreen viewing habits. Using Boston as a representative city, the report compares how consumption differed during two separate weeks with distinctly different weather patterns — one cold, rainy week and one warm, sunny week, across the same set of video providers.
The results show that video engagement surged on rainy days, as viewers likely stayed indoors and shifted to larger screens. People spent 40 percent more time watching videos on desktops when the rain came, compared to the sunny days. Engagement on tablets also increased by roughly 5 percent. Interestingly, the warm week saw nearly six times more views — as measured in the raw number of plays — than the cold week, suggesting viewers used mobile devices to watch “snack-sized” content while they enjoyed the better weather outside and away from their larger screen devices.