Video watching on mobiles, tablets up 532 percent since 2012

Online video consumption via mobile and tablets has seen a massive growth by 532 percent since 2012, it has been revealed in a new study from video technology company Ooyala.

Mobile and tablets now represent over 21 percent of all online video plays, increasing 3.4 percent since 2012.

The data is an important consideration for broadcasters. Over the last couple of years, several companies, including most notably Microsoft with its Xbox One, have been promoting the benefits of multiscreen viewing.

Many companies are eyeing the ways in which tablets and smartphones can be integrated into the viewing experience, though no single firm has established itself as the leader in the multiscreen space, CNet reported.

Jay Fulcher, Ooyala's CEO said that the companies need to think about multiscreen viewing to "build a fundamentally better video business."

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The study also discovered that 82 percent of all mobile video consumption occurs on iOS devices and rest on Android but it was unexpected, considering 226 million Android devices shipped in the fourth quarter alone and Apple shipped about one-quarter of that sum during the same period.

The study also found that 48 percent of people around the globe viewed mobile videos in the first quarter watched content for 30 minutes or more and more than three-quarters of viewers watched videos at least 10

minutes in length.