The evolution of TV has been a liberating experience. From black and white to color, from fat screen to flat screen, from VHS to DVR, and from one screen to multiscreen, television has continuously had to adapt to keep up with customers’ demands for optimized content and mobility. Marketers also need to adhere to consumers’ on-demand requests if they hope to be anything but background noise.
According to Ooyala‘s “Global Video Index: Broadcaster Edition,” which took a snapshot of consumers’ viewing habits during March 2013, people watch live video on broadcast and entertainment networks more than 2.5 times longer than video on demand. For example, viewers spent 54 minutes watching live video, compared to only 20 minutes watching video on demand that was an hour or longer in duration.
When measured against short-form video (video that is 10 minutes or less in duration), long-form video reigned supreme: Mobile viewers spent more than 77% of their video-viewing time watching video that was longer than 10 minutes. Thirty to 60 minutes appears to be the long-form viewing sweet spot. When comparing long-form video durations, mobile watchers spent approximately 57% of their viewing time watching video that was 30 to 60 minutes long, versus viewers who spent approximately 16% of their tuned-in time watching video that was 10 to 30 minutes long. Likewise, those watching long-form video on their tablets spent approximately 47% of their time watching video that was 30 to 60 minutes long, compared to viewers who spent approximately 15% of their time watching video that lasted between 10 to 30 minutes.
And while DVR has allowed consumers to watch what they want when they want, viewers can still be set in their routines—even if those routines involve the newer on-demand options. For example, according to the study, online TV viewing peaks at 9 p.m. on weekends and noon on weekdays. So, make sure your employees are focused on their work and not the latest episode of Mad Men.
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