OOYALA-2018年第一季度视频广告报告（英文）-2018-24页-2mb

报告摘要

2018 Q1 Global Video Index Summary

Core Content Overview

The Q1 2018 Global Video Index highlights the growing impact of streaming video on global entertainment consumption, with a focus on mobile video, content creation trends, and video advertising. The data comes from Ooyala's anonymized metrics across a vast customer base, providing a representative view of global video consumption and engagement.

Main Trends and Key Findings

Streaming Video Consumption

63% of U.S. Wi-Fi households streamed an average of 50 hours of OTT content in February 2018, equivalent to 1.8 hours per day.
Heavy streamers (top 50% of households by consumption) watched 90 hours of content monthly, compared to 9.5 hours for light streamers.
Heavy streamers were more likely to have traditional pay TV subscriptions (59%), while light streamers had higher pay TV penetration (76%).
Streaming is becoming a mass-market phenomenon, not just for younger audiences. Over 25% of users aged 18-24 and similar percentages in older age groups are mobile-only.

Content Creation Growth

Top customers created nearly 3x as much content in Q1 2018 compared to the same period in 2017.
Long-form content (20+ mins.) grew 189% Y/Y, medium-form (5-20 mins.) 171%, and short-form (0-5 mins.) 178%.
This growth is driven by an expanding universe of creators and distributors across sports, news, entertainment, and enterprise.

Mobile Video Trends

Mobile video plays accounted for 58% of all plays in Q1 2018, a 1.8% Y/Y increase, though this was the smallest growth in 14 quarters.
Latin America saw the highest growth in mobile video share, reaching 59.5%, up from 50.1% a year ago.
EMEA and Asia-Pacific also showed strong growth, with EMEA hitting 58% and Asia-Pacific 60.7%.
Smartphones remained the dominant mobile device for video consumption, though tablets saw their highest share ever at 13.1% of mobile plays.

Device-Specific Consumption

Long-form content (20+ mins.) made up 99% of time watched on connected TVs, 75% on tablets, 55% on PCs, and 55% on smartphones.
Short-form content (0-5 mins.) accounted for 38% of smartphone time watched, down from 44% in Q4 2017, indicating a return to historical levels.
Medium-form content (5-20 mins.) accounted for 9% on smartphones, 7% on tablets, and 7% on PCs.

Mobile Video Completion Rates

Smartphones had the highest completion rate for long-form content at 56.6%, with one broadcaster achieving 69%.
Ultra-long-form content (40+ mins.) had completion rates of 59.3% on PCs, 51.3% on tablets, and 45.4% on smartphones.

Video Advertising Trends

Pre-roll ad impressions on mobile devices reached 58%, with PCs at 37% and connected TVs at 5%.
Publishers saw a slight increase in pre-roll ad impressions on PCs to 72%.
Mid-roll ad completions remained higher than pre-rolls for both broadcasters and publishers.

Regional Highlights

EMEA: Mobile video plays reached 58%, up 22% Y/Y from 2017 and 39% from 2016.
Asia-Pacific: Mobile video share hit 60.7%, up 15% Y/Y from the previous quarter.
North America: Mobile video plays accounted for 56.6%, up 9% from 2017.
Latin America: Mobile video share reached 59.5%, up 18% from 2017 and 31% over the past two years.

Future Outlook

Mobile video growth is expected to continue, especially with the rollout of 5G networks, which will increase bandwidth and support more video consumption.
Unlimited data plans are making mobile video more accessible, especially in emerging markets.
Sports is expected to be a catalyst for growth, as leagues and teams look to engage fans through mobile platforms with unique content like sideline interviews and behind-the-scenes features.

The Bottom Line

Mobile video is becoming a core component of streaming strategies, with a 60% share of all video starts.
While Q1 2018 saw a small decline in mobile video share compared to Q4, it is expected to recover in Q2.
Content suppliers must invest in flexible, scalable platforms to manage the rising demand and ensure optimal performance and revenue.