Does (Screen) Size Matter?

Conventional wisdom in the video industry has long held that programming preferences were closely correlated with screen size. Thus, smartphones, with their small screens, were best suited and most widely used for short-form video “snacking,” apart from the occasional live stream of a sporting event or other time-critical content iphone_TVbeing watched away from home. Long-form programming such as movies and TV shows were preferentially watched on the big-screen TV in the living room. Tablet viewing was somewhere in between.

Data from Ooyala’s Q1 Global Video Index, however, suggests that conventional wisdom needs to be revised. According to the report, the correlation between program length and screen size is rapidly breaking down:

Screen size is being democratized by online video content. Online viewers are spending more time watching long-form content over ten minutes in length than ever before. More than half (59%) of the time people spend watching video on tablets is spent with video 10 minutes long or longer. That’s the most of any device, trailed by connected TVs (43%), mobile phones (37%) and PCs (35%).

For content up to 10 minutes in length, once the domain of mobile phone snackers, PCs surprisingly had the highest percentage of viewing time spent in Q1, 65%, closely followed by mobile phones (63%), connected TVs (57%) and tablets (41%).

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