Over Half of U.S. Video Starts Are Now Mobile

BY Rachel Cagle
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More than half (62%) of video starts worldwide were on smartphone and tablets in the second quarter of 2018. According to Ooyala’s Q2 2018 Global Video Index, that’s a jump of 10% in just one year. Of the 62%, smartphone plays made up 52% while tablets accounted for the remaining 10 percent. “The 62% is notable, a strong indication that content owners’ commitment to digital delivery of content, and to make it available on mobile device especially, is growing as more consumers adopt over-​the-​top (OTT) viewing,” reports Ooyala.

Mobile and 5G

In North America specifically, mobile play shares have been over 50% for the last two years. In the second quarter of this year, these shares grew 2% to reach 56 percent. That number is only expected to grow as the continent’s 5G’s compound annual growth rate rises to an estimated 77% over the next seven years. In 2025, Ooyala also estimates that 84% of the North America population will be proud mobile 5G subscribers, aiding the rise of digital video consumption. Currently, the U.S. has 220+ OTT video services available to its inhabitants.


Nearly 51% of U.S. adults have used a mobile device to watch online or streamed videos in the past six months, according to AdMall research. Of Mobile Video Watchers, 46.9% own Androids, 45.7% are iPhone users, 37.2% have iPads and 28.5% are Android tablet owners. Want more information on who Mobile Video Watchers are, what their intended purchases are and how best to advertise to them through other media? Check out their full profile in AudienceSCAN by AdMall from SalesFuel.

More and more consumers are watching digital video through their mobile devices every year. This presents so many opportunities to digital ad buyers. Video ads, pre- and post-​roll ads, display and banner ads on online video websites; if your clients aren’t utilizing any of these ad formats or more, they’re missing out on targeting more than half of the U.S. population. Don’t let that happen!