Ooyala: Viewers prefer live video over VOD

The increasing use of connected devices is skewing the way people access content, when they access that content and, in the end, what content they access, according to a special edition Global Video Index report issued by Ooyala.

Among the findings of the report, described by the researchers as a "snapshot, taken in March 2013," is that viewers tune into live video 2.5 times longer than VOD on broadcast and entertainment networks.

Prime online viewing hours are also outside the typical primetime TV framework, with online broadcasts drawing the most attention at noon on weekdays and 9 p.m. on weekends and tablet viewing spiking on weekends, when viewers "spend twice as much time watching video from broadcasters online," an Ooyala press release stated.

"For broadcasters that rely on video to drive their business, insights--like where people are watching, for how long, on what device--drive their programming and monetization strategies," Ooyala CEO Jay Fulcher said in the press release. "If their strategy is off they lose money, or if they're lucky, just leave money on the table. Simply put, data-driven insights yield better content, better programming and will help companies make more money."

If the March snapshot is correct, broadcasters placing content online should also note that videos longer than 10 minutes in length accounted for more than 75 percent of time watching mobile video and "[n]early half of all tablet video consumption was with video at least 30 minutes in length," the press release summarized.

For more:
- Ooyala issued this press release

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