Professional Online Video Viewing Migrating to Mobile Devices [study]

A recent survey from the NPD Group found that computer users are increasingly turning to their smart devices to browse the web and access Facebook. New data from FreeWheel shows that professionally-produced online video viewing is also migrating from computers to devices such as smartphones, tablets, and game consoles. In Q4 2012, non-PC/Mac devices accounted for 12% of video views, per FreeWheel’s report, triple their share from Q1, and 6 times their share from a year earlier.

12% is still a fairly nominal figure, of course, but the rapid growth rate (30% greater volume of views quarter-over-quarter) portends higher numbers in the near future. That’s likely to consume a lot of mobile bandwidth: according to Cisco, half of worldwide tablet data consumption (and 45% of smartphone data consumption) could be attributed to video streaming and communication applications (such as YouTube, Hulu, and Netflix) during Q4 2012.

The breakdown of non-PC/Mac video views still overwhelmingly favors Apple devices. During Q4, 60% of these views came from an iPhone (30%), iPad (24%), or iPod (6%). The remaining share belonged to Android (31%), Xbox (8%), PlayStation and others (~1%).

About the Data: FreeWheel served over 13.5 billion video ads (pre-roll, mid-roll, and post-roll) in Q4 2012 and made ad decisions for almost 15 billion video views. While the data in the report is primarily US-based activity on behalf of US-based content producers, a small percentage of the viewing occurs outside the US. The data here represents only video that is rights-managed: aggregate monetization data for professional content from FreeWheel’s customers, and does not reflect trends for user-generated content.-MarketingCharts

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