The proportion of videos played on mobile devices in 2018 will exceed 60 per cent, according to new research by video monetisation software provider Ooyala. Q3 2017 already saw 58 per cent of video plays globally occuring on mobile, the sixth consecutive quarter when mobile devices have accounted for over 50 per cent.

With Q3 mobile video plays growing by 11.9 per cent year-on-year, Ooyala has forecast that the proportion will exceed 60 per cent within the first half of 2018. The companys research also found that for certain content, that milestone has already been surpassed.

Mobile devices dominate online sports viewing, accounting for nearly 63 per cent of all Q3 sports video plays. PCs made up 35 per cent of plays, and connected TVs less than three per cent. This figure remained consistent even for geo-blocked sporting events, with mobile devices accounting for nearly two-thirds of all viewers.

“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,” said Jim ONeill, principal analyst at Ooyala. “Importantly, we know now that its just bunk to suggest the internet cant support live streaming of major sports events.

“One need look no further than the NFL 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.”