Mobile video viewing experienced significant gains last year, growing from just 2% of online videos watched in 2011 to 12% in 2012 - and the majority of it is on iOS devices.

60% of all mobile video viewing is done on iOS devices, according to a study by video monetization company Freewheel (via TechCrunch). Android devices accounted for most of the rest, at 32%.

video
The iPhone alone accounted for 30% of all mobile video, the iPad for 24% and the iPod touch for 6%. Apple's lead over Android increased substantially in the final quarter of last year, perhaps suggesting that the increased screen size of the iPhone 5 made video viewing on the phone more appealing, with the iPad screen size and quality giving it obvious appeal.

Both platforms experienced considerable gains in terms of overall video viewing volume, with 30 percent growth in viewing of online videos on non-PC/Mac devices occurring between Q3 2012 and Q4 2012 alone. Apple’s strong lead is dues to its dominance in the tablet market, where FreeWheel says Android has yet to field a competitor that can truly make a dent in its overall share.

Apple's lead is perhaps unsurprising given the the company's early jump on the smartphone market and its more cohesive iOS platform, with many content providers launching iOS apps ahead of Android ones. TechCrunch suggests that there may be a virtuous circle effect, with content providers optimising for iOS devices while the Android experience gets less focus.

Mobile video is naturally expected to be increasingly important going forward, with more and more content providers embracing mobile platforms to encourage more flexible viewing. Just yesterday, HBO introduced increased functionality for its HBO Go app, allowing content to be pushed from Apple's mobile devices to a larger screen via AirPlay.

Related Roundup: iPad
Related Forums: iPhone, iPod touch and iPod, iPad

Top Rated Comments

ghettochris Avatar
121 months ago
And people were saying that lack of flash would limit the iPad/iphone. Apple was a big enough player with customers who like to spend money that anyone designing a website with half a brain makes sure it works on iPad/iPhone.

Congrats Apple, you called out Flash for being crap, and it worked.
Score: 2 Votes (Like | Disagree)
jayducharme Avatar
121 months ago
I think Airplay is the advantage that Apple currently has. I have an A/V receiver with AirPlay built in, and I can easily stream content from my iPhone or iPad directly to my TV and surround system. It works really well and has begun changing the way I watch videos. Streaming is now so easy and the quality is good enough that it can nearly substitute for standard broadcasts.
Score: 1 Votes (Like | Disagree)

Popular Stories

RIP iPod Feature

RIP iPod: A Look Back at Apple's Iconic Music Player Over the Years

Friday May 13, 2022 2:25 pm PDT by
Apple earlier this week announced the discontinuation of the iPod touch, and because it was the last iPod still available for purchase, its sunsetting effectively marks the end of the entire iPod lineup. To send the iPod on its way, we thought it would be fun to take a look back at some of the most notable iPod releases over the last 21 years. Original iPod (2001) Introduced in October...
iOS 16 mock for article

Gurman: iOS 16 to Include New Ways of System Interaction and 'Fresh Apple Apps'

Sunday May 15, 2022 6:14 am PDT by
iOS 16 will include new ways of interacting with the system and some "fresh Apple apps," Bloomberg's Mark Gurman has said, offering some more detail on what Apple has in store for the upcoming release of iOS and iPadOS set to be announced in a few weeks at WWDC. In the latest edition of his Power On newsletter, Gurman wrote that while iOS 16 is not likely to introduce a major face-lift to...
maxresdefault

Unbox Therapy Shares Hands-On Look at iPhone 14 Pro Max Replica

Monday May 16, 2022 4:40 am PDT by
YouTuber Unbox Therapy has shared a hands-on look at the iPhone 14 Pro Max using what he claims is a one-to-one replica created by third-party case makers with access to detailed schematics and dimensions for Apple's new upcoming flagship smartphone. As with the iPhone 13 Pro lineup, in 2022, we are expecting a 6.1-inch iPhone 14 Pro and a 6.7-inch iPhone 14 Pro Max, but this time the Pro...
iOS 15

Apple Releases iOS 15.5 and iPadOS 15.5 With Wallet and Podcast Updates

Monday May 16, 2022 10:00 am PDT by
Apple today released iOS 15.5 and iPadOS 15.5, the fifth major updates to the iOS and iPadOS 15 operating systems that were initially released in September 2021. iOS and iPadOS 15.5 come a little over two months after the launch of iOS 15.4 and iPadOS 15.4. The iOS 15.5 and iPadOS 15.5 updates can be downloaded for free and the software is available on all eligible devices over-the-air in...
14 16 inch 2021 mbps back to back feature orange

Five Things You Still Can't Do With a MacBook Pro

Wednesday May 11, 2022 11:16 am PDT by
It's been over 200 days since Apple debuted its redesigned MacBook Pro lineup. Offered in 14-inch and 16-inch display sizes, the new-look MacBooks wowed Apple fans and creative pros alike with their powerful custom Apple silicon, mini-LED screen, and multiple connectivity options. But there are still some things you can't do with a MacBook Pro. Here are five features some Mac users are still...
apple mac ipad watch trade in

Apple Launches Limited-Time Bonus Trade-In Credit for iPhone, iPad, Mac, and Apple Watch in Many Countries

Wednesday May 11, 2022 5:14 am PDT by
Apple has launched a special limited-time offer for iPhone, Apple Watch, Mac, and iPad trade-in that offers customers additional credit when trading in their only device for a new one. The offer is being run in several countries including the US, UK, Germany, Spain, Italy, South Korea, Japan, Taiwan, China, India, and France. In the UK, Apple is offering up to £50 of extra trade-in credit...
airpodsprodesign

Kuo: AirPods, MagSafe Battery Pack, and Other Apple Accessories Also to Switch to USB-C in Future

Sunday May 15, 2022 5:59 am PDT by
Earlier this week, well-known Apple analyst Ming-Chi Kuo claimed that Apple plans to release at least one iPhone 15 model with a USB-C port in 2023. Now, in a follow-up tweet, he has claimed that accessories like AirPods, the MagSafe Battery Pack, and the Magic Keyboard/Mouse/Trackpad trio would also switch to USB-C in the "foreseeable future." Both the iPhone and all of the aforementioned...