Consumers are no stranger to creating and consuming mobile videos. While Twitter's Periscope capitalized on this trend in early 2015, mobile apps from well-established brands have been offering mobile video content for years -- YouTube, Hulu, HBO Go, and even Instagram, to name a few. Mobile users eat up video content, and as a result, more companies are investing in mobile video.
In-app Video Consumption on the Rise
According to a report from IAB, in 2015, 50% of U.S. consumers watched more videos on their smartphones than in 2014. Even more impressive, 58% of mobile users told IAB researchers that they view "short videos" (those under five minutes long) and 36% consume videos for more than five minutes every day. And of course, people have chosen apps as their primary tools for watching videos. IAB noted that 48% of mobile users "only" or "mostly" use apps to engage with video content.
"48% of smartphone users 'only' or 'mostly' use mobile apps to watch videos."
For more evidence supporting the increased interest in mobile video, brands need look no further than the results of a study conducted by P3 Group. The organization's researchers found that T-Mobile's Binge On campaign -- the one that allows customers to stream as much video as they want for free -- is a success with respect to getting people to consume more mobile video content. For one, there was a 15% to 50% increase in the average time of a video app session, depending on the app in question. Secondly, the promise of more free video got customers engaging in 10% more app sessions per day.
Everyone Goes All In
So, with this spark of mobile video interests, brands of all types are now offering video content as a means of attracting and retaining mobile app users.
Etsy announced a new video feature for its mobile app just last week, explaining in a blog post that video will help sellers convey more product information directly to consumers in a relatively small area. Furthermore, with 60% of Etsy traffic already coming from its mobile app, this new app capability -- called Shop Videos -- can only help the brand expand its user base.
Spotify also introduced support for video content -- and only for its mobile app, The Wall Street Journal reported. The popular music streaming service hopes to use video to expand the variety of its content offerings, as partnerships with Comedy Central, ESPN, the BBC and Vice Media signal a change for the brand.
And Spotify understands the importance of getting video correct the first time. Shiva Rajaraman, Spotify's vice president of product, told the WSJ that the company has been performing mobile app testing to perfect the launch of its video content. While some of Spotify's partners initially weren't happy with the carefully planned app feature release, Rajaraman asserted that everything went swimmingly.
"We are at the end of a journey of testing," Rajaraman said, according to the WSJ. "We are going out effectively as planned. Our goal was largely to get a wide breadth of content and experiment and test."
Mobile video isn't going anywhere, and as such, brands must be able to provide exceptional quality when it comes to consuming video content.