Consumption of digital video, especially broadcast content, is growing at a phenomenal rate.
This is according to the findings of Adode's Digital Index report, which shows that, by Q4 2012, mobile video stats - including both smartphones and tablets - tripled year-over-year and currently account for over 10% of total digital video stats.
The Adobe Digital Index looked at 19.6 billion video stats on media Web sites to confirm the growth of broadcast video consumption across connected devices.
The report also shows that TV Everywhere adoption increased 12-fold; mobile video viewing grew by 300%; Facebook users are seeing twice the level of engagement with video over non-video content; and pre-roll ads now account for 82% of all video ad impressions in long-format content.
"We are at a watershed moment when it comes to engaging with video content and ads online," says Jeremy Helfand, VP of video at Adobe.
"Consumption of digital video, and especially broadcast content, is growing at a staggering rate and consumers expect to be able to view their favourite content on any connected screen.
"The analysis of video consumption behaviours was based on close to 20 billion video stats, 10 billion ads served by Adobe media customers, and the analysis of more than 450 million Facebook posts in 2012."
Adobe notes that mobile video stats have risen more than three-fold since the previous year, increasing from 3% to 10.4%.
It adds that 89.6% of video consumption is still taking place on desktops, and when broken down by mobile device, tablets are growing the fastest in terms of mobile video usage.
The report also discovered that weekends are the preferred time to watch videos on tablets, with Sundays producing 17% of video stats on a tablet. Mobile video consumption is spread throughout the week, with peaks on Mondays, Thursdays and Sundays, at 16%.
Regarding social media and video, Adobe says Facebook users are more than twice as likely to comment, share or like video content than non-video content. For brands, it states, usage of video content on Facebook will further increase engagement.
In addition, Twitter is three times more likely to refer to video content on media sites than other types of content, Adobe notes.
The study also revealed that, with TV-related media sites, all devices, including PCs, produce a higher-than-average completion rate versus non-TV-related media sites, with tablets again growing the fastest.
Mobile video viewing tends to double on special sporting event days, such as the Summer 2012 Olympics and the 2012 NCAA Tournament, it states.
For ad completion and click-through rates, Adobe says mid-roll ads produced the highest completion rate, at nearly 90% in 2012, while post-roll ads generate three times the click-through rate of pre- and mid-roll ads.
"People are much more willing to respond to a specific call-to-action in an ad after the video is complete," it says.
Despite higher completion rates with mid-roll ads and higher click-through rates of post-roll ads, Adobe explains, pre-roll ads continue to dominate overall ad impressions, with 82% of the total for content longer than two minutes.
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