After I read Mitch Joel’s post on the shift of YouTube consumption from desktop to mobile from last night I immediately checked the source to see if it had more information on how the YouTube iPad app is assessed. Or any tablet for that matter. It didn’t have any. Do they consider tablet views mobile? Probably and it would explain the increase from 6% to 25%.
I do agree with him that viewing videos on smartphones is not the same as watching on a flat-screen, or just a laptop (side-note: i can’t wait to try the new mirroring feature and catch up on my “to watch bookmark list” – not on the desktop but the big screen). The whole Airplay-technology is just mindboggling if you think about it, doing with video what we first were able to do with audio, switching podcast consumption from the headphones to the appartment-stereo with a button.
Mitch’s later points on issues with geolocation I only know too well since a lot of YouTube content is blocked in Germany due to licensing issues with local bodies. To often we don’t use the Store or YouTube on the Apple TV but hook up a laptop with HotSpot Shield to circumvent the IP-restrictions. That aside, regular television interrupted with commercials almost never happens anymore in this household.
The mobile shift also extends to creation. I have to really think about when I last took out that old FlipCam, probably last time I recorded an Speaking English Podcast (sorry for the long summer break!). In the meantime, camera and software for the iPhone have become very powerful, be it social video apps like Viddy, Socialcam and Klip TV, or simpler Apps like Givit, Gifture (sadly this app never worked so far) or Cinemagram. Combine that with the iMovie app and you are in trouble justifying the extra configuration – remember when you chose the MacBook Pro over the MacBook because you needed the power for video?
If you are wondering what the role of brand marketing can be in this space you are probably not alone.