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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 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 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
In the U.S., TV has lost viewers … Audience size Source: Nielson Cross-Platform Report
… Amid a tectonic shift to on-demand and on-the-go video Source: Nielson Cross-Platform Report
Pay TV subscriptions also are trending down Source: Bernstein Research, BI Intelligence estimates
And mobile (along with Xbox, etc.) is taking view share from PCs Share of Video Views, Q1 vs. Q2 2012 Source: FreeWheel
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
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)
4G already has 14M customers in the U.S. The ‘Big Three’ LTE Markets Source: Wireless Intelligence, Q2 2012
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
Myth: Smartphone owners don’t watch longer videos. They do! Source: Ooyala
Longer videos are being played across all mobile devices (advertisers like that) Average Minutes Per Play Source: Ooyala, 2012
Here are smartphones only… Average Minutes Per Play Source: Ooyala, 2012
Tablet users “lean back” and watch videos more often than smartphone users Source: comScore, April 2012, age 13+
Mobile video audiences tend to be younger than TV viewers Source: Nielsen
And they are also diverse Source: Nielsen
Apple devices have a huge lead over Google’s Android in mobile video views We are here Source: Freewheel, Q1 2012
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
Video doubled as a share of executions on Opera’s ad network in just six months Source: Opera
And there’s plenty of room to grow… App users still only seeing one or two mobile video ads per day Source: FreeWheel
Mobile video already accounts for 59% of all mobile data usage Data Usage Share Source: Cisco 2012
One hour of HD mobile video uses 14x the data of music streaming! Source: AT&T
A continued mobile video surge will drive mobile data usage Source: Cisco 2012
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
At the same time, there are still a lot of smartphones to be sold globally We are here
And many more tablets as well We are here
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.
Dyle poll finds audiences receptive to more ‘data free’ mobile TV Source: Dyle.TV
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
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