Ooyala Global Video Index: 2012 Year in Review

Rapid Increase in Tablet + Mobile Video in 2012
The way people watch TV is changing. There are more videos being watched on more tablets
and smart phones than ever before. The share* of tablet video viewing increased 110% in 2012,
while the share of mobile online video viewing grew by 87% last year.
Measured together, the share of all hours spent watching online video on tablets and mobile phones
grew 100% in 2012. Tablet and mobile video share grew from 4% in January to 8% in December.
As more tablets and smart phones enter the market, expect tablet and mobile video consumption
to continue to grow rapidly. New Cisco data reveals that video will make up 66% of the world’s
mobile data traffic* in four years.
Share of all hours watched online: mobile and tablet 2012
Share of hours watched
10%
8%
6%
4%
2%
0%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
*This is a median share of hours watched by device (as opposed to the mean measured in previous reports). Looking at the
median reduces the volatility caused by publisher-dependant effects on the data, and also lessens the impact of outliers on
the results. We still see the same overall trends, but the numbers reported here are slightly higher compared to the mean.
the Bottom line
It isn’t enough to just put your
content online anymore. You need
to know where it’s being watched —
in real time—to maximize
engagement and digital revenue.
Smart video publishers will deliver
streaming media to tablets and
phones that is personalized for each
viewer, screen, time, and location.
Share of all hours watched online: mobile, tablet 2012
Percent of time watched
5%
4%
3%
2%
1%
0%
Tablet Mobile
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
*Source: The Cisco® Visual Networking Index (VNI)
Global Mobile Data Traffic Forecast Update, 2012 - 2017
GLOBAL VIDEO INDEX: 2012 YEAR IN REVIEW 10