Faster data speeds over mobile networks are resulting in an increase in video consumption
The growth of 4G services is leading to a rapid increase in demand for mobile video, with subscribers on 4G mobile networks 1.5 times more likely to watch video than subscribers on 3G networks.
Each day, 20 per cent of mobile subscribers worldwide access video from sites such as YouTube, Netflix and DailyMotion, according to the latest Mobile Analytics Report from mobile management firm Citrix.
Video generates around 42 per cent of daily data traffic volume on any given mobile network, compared to 10 per cent for social networking, 9 per cent for adult content, 6 per cent for news and information, and 1 per cent for shopping.
However, the growth of 4G, which offers data download speeds that are on average five times faster than 3G, is prompting mobile subscribers to watch video more often, for longer, and at a higher resolution.
The report found that, while the majority of YouTube viewing time is 5 minutes or less regardless of network technology, 4G subscribers are more likely to watch long-form video content.
For example, 74 per cent of 4G subscribers watch Netflix content on their mobile device compared to just 26 per cent of 3G subscribers. Moreover, 76 per cent of Netflix viewers watch for more than five minutes when viewing over 4G, but only 65 per cent do so when watching over 3G.
“LTE (4G) clearly drives increased demand for mobile video,” said Anna Yong, senior product marketing manager at Citrix.
“On average each subscriber makes 1.5 more requests for video content, and each request results in longer viewing times than 3G as demand shifts from more short form content such as that hosted by YouTube, to longer form content such as that hosted by Netflix.”
The report also found that 47 percent of social networking data can be attributed to video. Advertisers are starting to tap into this trend, with a 20 percent increase in mobile video ads since the beginning of 2014.
Last year, Citrix found that one video ad was served for every 20 banner ads served over mobile. This year, the ratio has increased to one video ad for every 16 banner ads served.