A recent survey found that mobile video viewers are happy to watch long-form content. But, according to FreeWheel’s latest quarterly report [download page], most of them simply aren’t. The data indicates that during Q3, 72% of ad views on Android phones were derived from content less than 5 minutes in length, with the corresponding figure at 77% for iPhone users. As might be expected, viewing on larger screens and OTT devices (such as game consoles and connected TVs) more closely mirrors the TV experience. During the third quarter, one-quarter of ad views on PCs and Macs were derived from long-form content (more than 20 minutes), with that figure at 32% for iPad ad views and 53% for OTT device ad views.
Research released earlier this year found that video ads were more effective when viewed during TV shows online than during short-form content online.
Separately, FreeWheel data shows that video viewing on mobile devices is indeed increasing rapidly: year-over-year ad view growth was pegged at 365% for tablets and 235% for mobile phones. But – as always – taking these figures out of context muddies the overall perspective. Even with that dramatic growth, tablets (4%) and mobile phones (8%) account for a far smaller share of ad views than PCs (86%).
About the Data: The data in FreeWheel’s Q3 report represents video that is rights-managed: aggregate monetization data for professional content from FreeWheel’s customers, and does not reflect trends for user-generated content. Starting in Q2 2013, FreeWheel is solely reporting on U.S. based data. Any variation in data between this report and prior versions is due to extraction of international data. In upcoming quarters, FreeWheel will begin reporting separately on international results.