YouTube: Mobile consumption has quadrupled in last 18 months
Google (NASDAQ:GOOG) revealed that YouTube mobile views have quadrupled during the past 18 months and mobile devices now generate a quarter of all traffic across the video platform.
"We're experiencing a massive consumer shift," Global Head of Content at Google/YouTube Robert Kyncl said at the Abu Dhabi Media Summit, noting that in some markets like Saudi Arabia, half of all YouTube consumption takes place on mobile devices.
Kyncl dismissed the notion that mobile is simply a second-screen alternative to television. "[Mobile] is the first screen, so when you talk about the second screen, you are talking about the television," he said, according to reports. He explained that smartphones and tablets are increasingly important as remote control devices as well as viewing devices. "When you're making your selections on your phone and you're sending them to the TV--something that is coming very soon [on a mainstream basis]--when that transition is seamless, this becomes the first screen."
YouTube is now the largest source of mobile data traffic across all international markets, accounting for more than 25 percent of total network data in some regions, according to a report issued in April by broadband equipment vendor Sandvine. The video site generates 27 percent of all North American data traffic, Sandvine adds.
Weeks after Apple (NASDAQ:AAPL) said it would remove YouTube as a preloaded application on its new iOS 6, Google last month released a new standalone native app optimized for the iPhone and iPod, complete with paid advertising. YouTube for iOS features thousands of new videos, a new touchscreen-enabled channel guide and improved search and discovery features. Users can share content via Google+, Facebook or text message from directly within the app; videos may also be shared over Twitter and email.
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