Facebook Video giving a tough fight to YouTube: Study
MUMBAI: Social media giant Facebook has overtaken YouTube in terms of mobile video consumption in a number of emerging markets, according to Openwave Mobility’s latest edition of Mobile Video Index (MVI).
The MVI, which is in its second edition, has noted that Facebook video is now trending upward relative to YouTube.That said, YouTube remains the most popular platform for mobile video. It also noted that Facebook is executing a direct and credible assault on YouTube by using its depth of user engagement and insight.
Alongside the data from live operator deployments, this edition of the MVI incorporates an independent consumer survey of mobile video user habits covering 3,000 subscribers in Western Europe.
Despite larger mobile screens with higher resolutions, consumers revealed that they prefer to watch videos on Standard Definition (SD) rather than High Definition (HD) which can suffer buffering. This goes against industry trends as most Over The Top (OTT) video services are now offering HD content on mobile devices.
Openwave Mobility SVP of Products, Sales & Marketing Indranil Chatterjee said, “The MVI also found that while video playback times on mobile are increasing, average playback buffer time remains stubbornly high at 7.2 seconds. However, subscribers will only put up with 6 seconds of buffering before abandoning a video in frustration. For subscribers, every second counts and consumers blame their operators – not OTTs – when they suffer poor Quality of Experience (QoE).”
Gorkem Yigit, lead analyst at Analysys Mason examined video monetisation strategies for this edition of the MVI. Yigit added: “Inspired by operators such as T-Mobile in the US, research shows that zero-rating and unlimited data plans significantly increase video engagement time. With the right traffic management techniques, operators can contain network costs and launch viable pricing models and deliver a differentiated QoE.”
Chatterjee concluded: “Subscriber are willing to pay for good QoE. Our study in Europe found that consumers are happy to pay an extra €7.50 per month for videos with less than two seconds of buffering. Operators can ill-afford to ignore the monetization opportunities staring them in the face.”