Ooyala’s Global Video Index shows that more than 60 percent of all video plays globally will be on mobile devices by mid-2018, with sports seeing particular success. Mobile video starts grew by nearly 12 percent between the third quarter of 2016 and the third quarter of 2017.

The Global Video Index shows the record percentage of mobile plays in context with the growth of online video regardless of screen size. Mobile devices accounted for over 50 percent of all online video starts for the last six quarters, and a broader segment of users are gravitating toward long-form content on smartphones. In turn, providers are testing 5G and broadband to provide wireless connections in home that can handle these videos.

Long-form content is increasing in popularity and effectiveness, with time spent watching increasing 77 percent on smartphones and 70 percent on tablets year-over-year. Conversely, medium-form video consumption declined over the same period.

For advertisers, one of the biggest takeaways is that mid-roll advertising was most successful when it comes to completed ad views.

The full report includes mobile growth in the global market, trends in online video advertising, and quarter-over-quarter growth for long-form content.

“Not surprisingly, mobile continues to be the major driver of online video, popular across all age groups and all content types, and sports are leading the way,” says Ooyala Principal Analyst Jim O’Neill. “Importantly, we know now that it’s just bunk to suggest the internet can’t support live streaming of major sports events. One need look no further than the NFL (I stream at least two games a week without issue) for an example of just how ready sports leagues are to seed the internet, hoping to harvest viewers from around the world and especially in China and its vast store of video consumers. Content providers, operators and brands all need to focus on how best to leverage the increasing adoption of all things mobile or risk being an also-ran in the race for content dominance.”