Mobile video consumption will only continue to grow. According to a recent study from Cisco Systems, mobile video traffic exceeded 50 percent for the first time last year, and it will make up 66 percent of the world’s mobile data traffic in four years.
But now a new report says that actual hours spent watching online video on tablets and mobile phones grew 100 percent last year, according to from video streaming company Ooyala.
What this means for B2B marketers is that they need to not only provide top-notch video content for their customers but also ensure that content is optimized for mobile viewing.
“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,” Ooyala’s study said. “Smart video publishers will deliver streaming media to tablets and phones that is personalized for each viewer, screen, time and location.”
The study also found that iPhone users watched twice as much video on their phones than Android users did last year, and one-third of total time spent watching tablet video last quarter was with premium, long-form content running more than 60 minutes.
“Streaming video has crossed an inflection point, and it’s now a necessary channel for both consumers as well as broadcasters, brands and media companies around the world,” said Jay Fulcher, CEO of Ooyala, in a statement.
Ooyala’s Global Video Index measured video viewing habits among 200 million unique viewers in more than 130 countries during 2012.