46 STREAMING MEDIA INDUSTRY SOURCEBOOK 2018
them. More browsers are providing the ability to disable autoplay. Chrome introduced it in January 2018.
Safari had the preference built in earlier in 2017. Firefox is capable of stopping autoplay, although it takes
an extension or some digging to find it. Even if a viewer does let your video autoplay on a social platform like
Facebook, chances are they won’t listen to it. That’s
because 85% of Facebook videos are viewed on mute,
and the completion rates for videos are a paltry 12% in
the U.S. The German people must be a patient bunch.
Their completion rates for Facebook videos are the
highest, nearing 25%.
The most recent data from the “Ericsson Mobility
Report” reveals that 55% of mobile data traffic is vid-
eo content. Don’t breeze by that number. That means
that more than half of the data used by consumers
each month is strictly video content. This is people
watching YouTube, streaming their favorite shows
and movies from SVODs, and all social network and
live video content. Only 45% of their data is spent on
audio, web browsing, other social network activity,
software downloads, and file sharing combined. Email
doesn’t even rank as its own line item. Now that that
number has sunk in, fast forward to 2023. At that point,
analysts expect video to consume 75% of users’ data.
And at that time, 95% of mobile data traffic will be
coursing through smartphones. Tablets, routers, and
PCs will make up the remaining 5%. As time goes on,
the smartphone grows larger and larger on the scale
of important devices for which to deliver content.
Finally, let’s not leave the Internet of Things (Io T) devices off of our list. While producers and content creators aren’t having to create video for things like smart
doorbells and pet cameras, these devices are certainly going to make a significant impact on the ubiquity
of video in our lives. And who’s to say Amazon won’t
unveil an ad-supported home security system? They
already did it with the Kindle.
Those smartphones that we just discussed will be
the primary viewing portal connecting us to the aforementioned Io T devices. In fact, one family recently had
their lives saved by a connected doorbell when the
device’s motion detection sent an alert to a phone because it picked up on a fire raging on their front porch.
Although these devices can be incredibly useful when
paired with a home Wi-Fi network and smartphone,
their security has been drawing criticism. Again, 5G
will play a critical role in making these convenience
devices even more viable for average consumers. Being able to communicate in real time to Fido at home
or the neighbor at your door will make people’s lives
easier and less stressful. With a compound annual
growth rate expected to be around 28.5% over the
next few years, the Io T market is expected to have
an economic impact of anywhere from 4 to 11 trillion
dollars by 2025.
According to the “Ericsson Mobility Report,” video now accounts for 55% of all mobile data traffic, and that number is expected to rise to 75% by 2023.