Let's Not Forget About Mobile Video - eMarketer

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Let's Not Forget About Mobile Video

Tablets popular for longer video, smartphones for short content

December 24, 2014

The PC is still the most popular device among digital video viewers, but mobile’s nothing to brush off. According to data from Ooyala, mobile phones and tablets accounted for a combined 30% share of digital video views worldwide in Q3 2014, a quarter-over-quarter increase of 20%.

Share of Time Spent Watching Digital Video Worldwide, by Video Length and Device, Q3 2014 (% of total)

Research by GlobalWebIndex also highlights mobile’s rise in popularity in the digital video world, albeit a slow one. In Q3 2014, 39% of internet users worldwide said they had visited YouTube via a mobile device, up from 33% in Q3 2013 and 36% in Q2 2014.

There was a stark difference, though, in time spent with video on each mobile device, according to Ooyala. Mobile phones were used more for short-form video than tablets. In all, 52% of time spent watching digital video via mobile phones involved content 10 minutes or shorter, making the smaller-screen devices the only ones where this range took the majority.

With their lean-back vibe, tablets were more popular for long-form video. Content longer than 10 minutes accounted for nearly 70% of time spent watching tablet video—more than the 63.0% share for desktop. And tablets beat out their larger-screen rival for 30-minute-plus content as well, which accounted for 38.4% of time spent with tablet video, compared with 30.4% for desktops.

US Digital Video Ad View Share, by Device and Content Length, Q3 2014 (% of total ads served by FreeWheel)

These results are relatively in line with Q3 2014 data from FreeWheel, though here, smartphones and PCs showed more similar results. Fully 71% of video ad views on smartphones in the US were from content that was shorter than 20 minutes in length, and this portion came in at 70% for desktops and laptops. Ads viewed on tablets were more common during content longer than 20 minutes, accounting for 57%, compared with 43% for under-20-minute videos.

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