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Mobile now biggest platform for online video consumption driven by developing markets

Mobile videoThe adoption of low-cost mobile devices in developing countries such as India and Indonesia is driving the consumption of online video, with mobile set to become the biggest medium for online video consumption globally this year.

According to data from Zenith, 19.7 minutes of online videos will be watched per day on mobile devices globally this year, up from 14.2 in 2015, a jump of 39%.

This compares to 16 minutes a day on fixed devices this year, about the same amount as 2015.

Zenith predicts mobile video consumption to grow by a third (33%) again in 2017 and 27% in 2018, to reach 33.4 minutes a day.

Though online video consumption is growing quickly, it still pales in comparison to traditional TV viewing, particularly in markets such as Indonesia where the box still dominates media habits.

Indonesians watch an average of around five hours of television daily, putting up with monster ad breaks that can last up to 18 minutes, although increasingly they are using their mobile devices at the same time.

Zenith’s report notes that most online video ads running on mobile devices are still re-sized TV ads, when shorter form content tends to work better.

However, as observed by Carat’s APAC head of digital at an event recently, shorter form video ads on mobile devices tend to lead to higher completion rates, but this does not necessarily translate into better brand metrics.

More engaging creative is needed to support shorter ads, said Hemant Chauhan, regional digital director of Carat.

Zenith data found that advertisers spent US$17.5bn on online video ads in 2015, up from US$13.4bn in 2014. The agency forecasts that online video adspend will grow at an average rate of 19.8% a year, reaching US$30.1bn in 2018.

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