Nielsen’s recent Mobile Consumer Report found that more people are watching video on-the-go and doing so more frequently. The study says the BRIC (Brazil, Russia, India, China) markets boast some of the highest rates of mobile video viewing, with 39% Chinese mobile subscribers and 43% Brazilians viewing mobile video in a 30-day period. The report also says that Japan has the highest penetration of mobile video viewers (46%) of the global markets surveyed, largely attributed to its fast 3G/4G connections.
Global TV site Viki, which streams TV programmes, films and other premium video content translated into more than 150 languages by a community of fans; recently released its first quarterly mobile consumption report of 2013 that confirmed this trend. The study showed that the platform added three million mobile viewers in the first quarter and to date has over seven million mobile users cumulatively. Viki says that more than 30% of its video views are now on mobile.
The Viki report also found that the most popular operating system used to consume video data is the Android (74%), followed by the iOS (22%), with the last being other operating systems like the Blackberry and Windows. The top Android devices are the Samsung Galaxy S3, Galaxy Note and Samsung Galaxy S2, while the top iOS devices are the iPhone 4, iPad 2, iPod Touch and iPad 3.
In addition, the report found that of all mobile viewers, more than 50% are active every month; over 60% access video content on their mobile devices through wireless (WiFi) networks; and 75% of users are from the U.S., Asia and Latin America. At 78%, Singapore has the highest mobile consumption rate in the world.
More than 75% of mobile users view long-form video content with TV shows being the most-consumed, followed by movies and music.
The global daily peak viewing time is from 2 – 3 GMT and from 21 – 22 GMT. Across the week, Saturdays and Sundays are the most popular day for mobile video usage while Wednesdays are the least. Every month, nearly 100 minutes of mobile video content is watched per viewer.
The report also found that on mobile, the top ten most popular languages are English, Spanish, Arabic, Korean, Indonesian, French, Portuguese, German, Turkish and Malay.
Razmig Hovaghimian, Viki’s CEO and co-founder, said the report helps to inform platform partners of viewer behavioural patterns. “We’re essentially mapping the content graph, where for the first time content owners can see, globally, who is watching, where, how and in what language. For example, we can see that short-form is performing best in Arabic and English, and a third of viewers in the Philippines prefer to watch TV and movies on mobile in English. These invaluable insights help our partners identify opportunities in key markets and make smarter programming decisions.”
Tammy Nam, Chief Marketing Officer of Viki, adds that the mobile video report included data collected from internal Viki analytics, Flurry and Google Analytics. “Through an analytics dashboard, select partners also gain valuable insight into how people are consuming their content from various countries, subtitle languages and platforms.”
ABOUT VIKI
Viki is a global TV site with TV shows, movies and other premium content, translated into more than 150 languages by a community of avid fans. With over 22 million viewers a month, 1.5 billion videos viewed and over 320 million words translated, Viki uniquely brings global prime-time entertainment to new audiences and unlocks new markets and revenue opportunities for content owners.
