Ooyala Report: Tablet Video Viewing Up 90%


In the last six months, viewing videos on tablets has grown 90 percent, according to a recent report from Ooyala, the online video streaming and monetization platform.

In its Q3 2012 Global Video Index, the company highlighted the continued growth and evolution of mobile video consumption. The report was made through the company’s robust analytics platform which measured the viewing habits of about 200 million anonymous unique viewers in more than 130 countries. The report noted that 71 percent of tablet viewing was on video that lasted 10 minutes or longer, while 30 percent was spent on video over an hour long.

“Ooyala sees a world where every screen is personalized. The future of video is not about presenting consumers with the best 500 channels, but with one channel for every individual,” said Jay Fulcher, Ooyala’s CEO, in an email interview with Red Herring. “We’re now within a few years of more video being served over IP than over traditional methods. That will be real tipping point for the industry, where media companies will think very differently about their options.”

The report also noted that the amount of video watched on game consoles more than doubled in the third quarter. Desktop viewers meanwhile watched live video for an average of 40 minutes.

One major driver of online video is the increasing number of more affordable tablets such as Google’s Nexus tablets, Amazon’s new Kindle HD, Barnes & Noble’s Nook HD, and the recently launched iPad Mini, sales of which have been much higher than Apple anticipated.

A Red Herring Americas 100 winner in 2012, Ooyala does more than just provide online video, but empowers it through the robust analytics engine that powered this study. The company serves 1,000 customers across 30 countries, including large media companies, sizable advertisers and large service providers and SMOs. Customers include ESPN, Miramax, Bloomberg, Victoria’s Secret, Rolling Stone, Dell, and Yahoo! Japan. Ooyala reaches more than 200 million consumers per month, making it one of the top 10 web properties in terms of the size of audience reached.

“Probably the most significant thing for companies like Ooyala is that producers and providers of video content now have more direct, one-to-one relationship with their audience,” Fulcher said. “There is a direct path between content creator and consumer. This presents a whole new ball game in terms of how and where media monetize their audiences. It’s our type of sophisticated analytics for online measurement and discovery are becoming more important than ever.”

In the third quarter, the Pac-12 Network used Ooyala’s technology TV-Everywhere authentication to serve hundreds of sporting events both live and on-demand to viewers across all screens, and became became the first digital broadcast network built from the ground up for hybrid broadcast and broadband programming.

The company landed a $35 million investment round this past summer from Telstra, one of the world’s largest multi-service operators and one of Australia’s largest companies that now deploys Ooyala’s technology throughout the Asia Pacific region.

Ooyala has deep roots in online video. The video company was founded in 2007 by Sean Knapp, Bismarck Lepe and Belsasar Lepe, former Googlers who first joined the search engine giant as part of the YouTube acquisition.