The Ascent of Mobile Video

Adobe has released its 2012 edition of The U.S. Digital Video Benchmark, where unsurprisingly it states digital video is continuing to grow rapidly.

More Video Starts than Movie Ticket Sales

Days and devices for video views on mobileHere’s a rundown of some of the headline stat’s disclosed in Adobe’s report:

  • Digital video streams in the last quarter of 2012 alone accounted for 11 times the US movie ticket sales in all of 2012.
  • Digital video consumption has grown 30% year over year in Q4 2012.
  • From Q3 to Q4 2012 alone, video consumption grew 13%.
  • There has been 50% growth in video streams since Q1 2011.

Now you might say to yourself – “Big deal, everybody knows everybody loves watching video on the internet“, but what’s particularly interesting about the data in Adobe’s report is the revelation that a big contributing factor to the overall increase is video views on mobile devices. Video starts for mobiles and tablets have tripled since last year, with mobile accounting for over 10% of all online video views, a stat that conforms with what we know about mobile’s share in overall browsing.

Previously we’ve mentioned here video’s advantages over other forms of media in a mobile web environment, here’s a quick recap: videos are ideally suited for the mobile medium because they’re very easy to consume. It’s easier to see a video on your mobile, than it is to read text, especially when you’re moving.  Adobe’s report has some additional insights in this respect that are particularly worth sharing:

Different Devices for Different Days

Effective online marketing is all about drilling down to the specifics of clearly defined audiences. Interestingly when it comes to video views on mobile there are very clear trends that allow you to target your customers by device and by day of the week. According to Adobe’s report video views on mobile phones peak on Mondays, Thursdays and Sundays, whereas tablet views peak on Saturday and Sunday.

Quality Video Views are often Driven by Social Media

Another interesting fact, albeit a rather obvious one, is that video viewers are more likely to watch a clip from start to finish when they’ve been referred to the clip from a social media site. It’s easy to see how this would make sense on a number of levels:

  1. The content being shared is more engaging – It must be, simply by virtue of being engaging enough for  at least one person to choose to share it.
  2. The act of referral adds to the viewer’s commitment  – If a friend/family member shared a video with you you’re probably more likely to watch it to the end.


While Adobe’s report doesn’t hold in store any earth shaking revelations, and is limited of course to data collected from Adobe Marketing Cloud customers, which may or may not be good representatives of the web at large, it’s well worth reading. Insofar as your usage of Treepodia is concerned the report further validates two points we’ve made here in the past:

  1.  Video does very well on mobile
  2. It’s a good idea to turn on those sharing buttons in your Treepodia management panel – Any product video shared has a good chance of generating even more QUALITY views.