Down under, the online video ad market is over the top. That’s according to a new report from Frost & Sullivan.
“Approximately 11.6 million Australian internet users aged 15 to 65 have watched online video in the last six months,” the report reads. “This represents a percentage of 83% in 2014; an increase over 68% in 2012.”
Impressively, Australians aged 15 to 65 that watch video at least once a month on a smartphone has increased from 34% in 2013 to 51% in 2014.
For tablets, the jump has been just as notable (on tablets the percentage has increased from 29% to 47%).
“News is the most popular type of content viewed on mobile devices,” the published data confirms. 21% of consumers watch it “on most days,” while 24% watch it at least once a month on average.
According to research manager Phil Harpur, “Several factors are stimulating consumption of online video in Australia. There is a higher and growing proportion of longer form content of all online video content watched, and a growing proportion is premium content such as movies or TV shows. Viewing patterns are being aided by improving data allowances from internet service providers, and a greater range of content availability from subscription video-on-demand (SVOD) providers.”