A new study by Grabyo found that real-time video has quickly become a major feature through social media. The company analyzed 2,500 clips released from major broadcasters onto social media between September 2013 and March 2014. The study found that mobile devices across multiple social media platforms comprised 72 percent of real-time video plays, with the majority of traffic coming from Facebook and Twitter. The study also found that more TV viewers are using social media to share and comment on their TV experience. Anywhere from 88-100 million Facebook users connect with the platform during primetime television hours, which are from 8pm to 11pm. Since last year, Twitter saw a 38 percent boost in Tweets regarding real-time television, now up to 263 million mentions.
Despite how popular a real-time clip can be, its popularity has a time limit. The shared clip reaches its peak about five to ten minutes after being shared by the major broadcasters or rights holders. Further breakdown of the time limit of a clip is as follows:
- In the first hour, 41 percent of plays transpire in the first 10 minutes.
- In the first hour, 65 percent of plays transpire in the first 20 minutes.
- In the first 12 hours, 46 percent of plays transpire in the first 20 minutes.
The study also breaks down which devices garner the most views of real-time video.
- 43.4 percent come from an iPhone
- 28.4 percent come from a desktop
- 19.3 percent come from an Android device
- 8.3 percent come from an iPad
- 0.6 percent come from other mobile devices
Grabyo’s report also indicated that 63 percent of real-time clip plays were generated outside the standard primetime television hours. The highest amount of clip plays was between the hours of 3pm and 5pm, and at 7pm.
Sources:
“The emergence of real-time video on social media.” 2014. Econsultancy.com
“Real-time: the video format for a mobile generation.” 2014. Grabyo.com
