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Citrix Mobile Analytics Report
September 2014
Mobile subscriber data usage trends
The Citrix Mobile Analytics Report for S...
citrix.com 2
Contents
September 2014 Highlights	 3
Part 1: The Mobile Lifestyle	 4
Mobile Subscriber Data Behavior: How We...
citrix.com 3
September 2014 Highlights
•	Social networking is the most popular activity over mobile networks but mobile vi...
citrix.com
Part 1: The Mobile Lifestyle
citrix.com 5
Findings:
•	On a daily basis, social networking is the most popular mobile application at
40% of mobile subsc...
citrix.com 6
Findings:
•	Social networking is the most popular activity over mobile, with 40% of
subscribers engaged daily...
citrix.com 7
Mobile Video: LTE Drives Increased Viewing Time
Mobile
video
52.0%
All other
mobile data
traffic
48.0%
Mobile ...
citrix.com 8
Findings:
•	On an average day, 52% of mobile data traffic is video, the majority of which
(81%) is generated ...
citrix.com 9
Findings:
•	On a given day, half of mobile data subscribers are served ads over the
mobile network
•	The rati...
citrix.com 10
Findings:
•	On a given day, 8% of subscribers download and update apps over the
mobile network, generating 1...
citrix.com 11
Findings:
•	The average internet radio music listener “tunes in” for 16 minutes per session
•	Listening to m...
citrix.com 12
Mobile Data Usage: Sports and the World Cup
2.5%
of mobile subscribers
access sports media
outlet content
ge...
citrix.com 13
30%
20%
10%
0%
7%
25%
Normal HLS
Volume
Regionalized
Game Time HLS
Volume
Regional Game Time Spike June 22
R...
citrix.com 14
60%
30%
0%
50%50%
Game Time Worldwide
Mobile Video Traffic
Normal Worldwide
Mobile Video Traffic
Worldwide Ave...
citrix.com 15
Findings:
•	Mobile subscribers typically access sports media outlet content for 2.5
minutes at a time
•	On a...
citrix.com
Part 2: Video on the Mobile Network
citrix.com 17
Mobile Video Around The World
Findings:
•	On an average day, 52% of mobile data traffic is video, the majori...
citrix.com 18
Video Quality of Experience: A Faster Network Doesn’t Mean Stall-Free Video
60.0
Stalling Time Per Minute of...
citrix.com 19
Findings:
•	Mobile video stalling time varies by region, with a low of 7.5 seconds in North
America, to a hi...
citrix.com 20
1.5X More Demand for Video Over LTE than 3G
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
0%...
citrix.com 21
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
0%
1%
2%
3%
4%
Totalvideodatavolumeservedinada...
citrix.com 22
How Network Technology Affects YouTube and Netflix Viewing
0-5min
0.00%
5-10min
10-30min
>30
Mobile Video Vi...
citrix.com 23
Video Format Changes Year over Year
Findings:
•	As mobile video format changes, higher resolution mobile vid...
citrix.com 24
For more information, please contact Stacey.Keegan@citrix.com.
This report is an analysis of anonymously sou...
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Citrix Mobile Analytics Report September 2014: Mobile subscriber data usage trends

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The Citrix Mobile Analytics Report for September 2014 provides insight into the personal experience of the mobile network subscriber and the impact of subscriber data usage on the mobile network. Citrix collected data from a global cross-section of its customers and applied big data analysis techniques to develop the report, which is intended to provide mobile network operators with real-world examples that can inform their decisions as they consider ways to improve their subscribers’ experience and better monetize data traffic. The report further provides the general reader with a snapshot of the state of the mobile data ecosystem.

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Citrix Mobile Analytics Report September 2014: Mobile subscriber data usage trends

  1. 1. Citrix Mobile Analytics Report September 2014 Mobile subscriber data usage trends The Citrix Mobile Analytics Report for September 2014 provides insight into the personal experience of the mobile network subscriber and the impact of subscriber data usage on the mobile network. Citrix collected data from a global cross-section of its customers and applied big data analysis techniques to develop the report, which is intended to provide mobile network operators with real-world examples that can inform their decisions as they consider ways to improve their subscribers’ experience and better monetize data traffic. The report further provides the general reader with a snapshot of the state of the mobile data ecosystem.
  2. 2. citrix.com 2 Contents September 2014 Highlights 3 Part 1: The Mobile Lifestyle 4 Mobile Subscriber Data Behavior: How We Use Our Data Plans 5 Mobile Social Networking: Multimedia Content Dominates 6 Mobile Video: LTE Drives Increased Viewing Time 7 Mobile Advertising: Year-Over-Year Comparison 9 Mobile App Stores: Downloads Can Impact Quotas 10 Mobile Internet Radio: For How Long Do We Listen? 11 Mobile Data Usage: Sports and the World Cup 12 Part 2: Video on the Mobile Network 16 Mobile Video Around The World 17 Video Quality of Experience: A Faster Network Doesn’t Mean Stall-Free Video 18 1.5X More Demand for Video Over LTE than 3G 20 5X More Video Data Volume Over LTE 21 How Network Technology Affects YouTube and Netflix Viewing 22 Video Format Changes Year over Year 23
  3. 3. citrix.com 3 September 2014 Highlights • Social networking is the most popular activity over mobile networks but mobile video generates the largest portion of mobile data traffic at 50% of traffic volume • Forty percent of mobile subscribers access social networking sites, generating 10% of daily mobile data volume. The majority of mobile social networking data volume consists of images and videos, which generate 87% of that volume. • On a given day, 8% of subscribers download and update apps over the mobile network, generating 14% of daily mobile data volume • Accessing sports media outlet content over mobile typically drives only 0.5% of mobile data volume but during major sporting events such as the World Cup, traffic spikes significantly, negatively impacting subscriber quality of experience (QoE). • Video-watching subscribers using iOS-based devices generate proportionally more video data volume (38%) than do video-watching subscribers using Android-based devices (27.5%) • The average Internet Radio listener in North America “tunes in” for 16 minutes at a time • Video stalling continues to be present in all geographic regions on both 3G and LTE networks. Stalling duration ranges from 7 seconds to 38 seconds per minute of video • Mobile subscribers are 1.5x more likely to watch video over LTE networks than over 3G networks. The availability of LTE also drives greater consumption of long-form content such as that offered by Netflix.
  4. 4. citrix.com Part 1: The Mobile Lifestyle
  5. 5. citrix.com 5 Findings: • On a daily basis, social networking is the most popular mobile application at 40% of mobile subscribers engaged, followed closely by news & information at 37% and shopping at 30% • On an average day, 40% of subscribers engage in social networking, while only 2.5% view adult content over the mobile network. However, each of these categories generates a comparable amount of mobile data traffic at 10.3% and 8.5% of total daily data traffic volume, respectively • Each day, 20% of subscribers access video from sites such as YouTube, Netflix, and DailyMotion. This activity generates 42% of daily data traffic volume on the mobile network • Shopping (price checking or purchasing) is popular over mobile but generates only 1.3% of total daily data volume • An equal percentage of subscribers 2.5% are interested in sports and adult content, however, adult content generates 8.5% of total daily data volume, while sports generates just 0.5% • On an average day, 2.3% of subscribers listen to internet radio over the mobile network, generating 4.3% of data volume, however this percentage varies widely be geography • 6 categories of content make up 85% of mobile data volume: mobile video, app store, social networking, adult content, music and information and maps Mobile Subscriber Data Behavior: How We Use Our Data Plans 0% 10% 20% 30% 40% Socialize, 40% Info & Maps, 37% Other Shop, 30% Video Sites, 20% App Store, 7.80% Adult, 2.50% Sport, 2.50% Listen to Music, 2.30% Health, 0.04% 10.3% 6.3% 1.3% 42.0% 13.9% 8.5% 0.5% 4.3% 0.0% %ofsubscribersengaged overmobilenetwork Each bar indicates the percentage of mobile data subscribers engaging daily in different content categories over the mobile network. Each pie chart indicates the relative data volume generated. Mobile Subscriber Data Behavior: How We Use Our Data Plans 14.1% Source: Citrix Sept 2014 Mobile Analytics Report
  6. 6. citrix.com 6 Findings: • Social networking is the most popular activity over mobile, with 40% of subscribers engaged daily and generating 10% of total mobile data volume in the process • Status updates (text) generate just 5% of the data volume associated with social networking, with communications generated by the social networking apps themselves contributing another 5% • 87% of social networking data volume can be attributed to video and images, with video contributing 47% and images 40% • The contribution of social networking video to total social networking mobile network data volume is much higher in North America (59%) and the Middle East (62%) than it is in Europe (39%) and Asia Pacific 35% Mobile Social Networking: Multimedia Content Dominates Europe Social Media Content (Data Volume) Asia Pacific Social Media Content (Data Volume) Middle East Social Media Content (Data Volume) North America Social Media Content (Data Volume) 89.7% social networking Mobile Data Traffic is 10.3% Social Networking 40% of mobile subscribers engage in social networking over mobile generating 10.3% of mobile data volume All other mobile data traffic 10.3% Source: Citrix Sept 2014 Mobile Analytics Report 2.6% Application 7.6% Application 4.1% Application 50.2% Image 32.1% Image 39.1% Video 34.6% Video 53.5% Image 58.8% Video 8.2% Text 4.3% Text 6.1% Application 62.0% Video 27.4% Image 4.5% Text 5.0% Text
  7. 7. citrix.com 7 Mobile Video: LTE Drives Increased Viewing Time Mobile video 52.0% All other mobile data traffic 48.0% Mobile Data Traffic is 52% Video Content All other mobile video content, 19% Mobile video from video sites, 81% Netflix YouTube Viewing Time over LTE (per session) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 80.9% 23.9% 76.1% 19.1% 0.0% 10.0% 20.0% 30.0% 40.0% %ofsubscriber’sdailydatavolume iOS subscribers generate proportionately more video data volume than Android subscribers Android iOS 27.5% 38.0% Source: Citrix Sept 2014 Mobile Analytics Report Viewing time less than 5 minutes Viewing time over 5 minutes
  8. 8. citrix.com 8 Findings: • On an average day, 52% of mobile data traffic is video, the majority of which (81%) is generated from video sites such as YouTube/Google Video, Netflix and Daily Motion. • YouTube session times remain shorter than Netflix over LTE networks, with 81% of YouTube sessions being 5 minutes or less and 76% of Netflix sessions over 5 minutes • Video-watching subscribers using iOS-based devices generate proportionally more video data volume (38%) than do video-watching subscribers using Android-based devices (27.5%) • Measured by data volume, Google Video/YouTube generates the most mobile video content across all regions, ranging from 51% in the Middle East, to 71% in North America. Other sites which generate significant volumes of mobile video data include Facebook, Vine, Instagram and a collection of adult content sites Google Video Akamai Facebook CDN Adult YouTube Top Video Sites by Volume - Europe Google Video Instagram Vine Akamai Edgecast Top Video Sites by Volume - North America 57.61% 13.30% 8.16% 7.57% 2.05% 3.09%4.01%4.80%4.92% 71.40% YouTube Daily Motion Operator Specific Adult Vimeo Top Video Sites by Volume - Asia Pacific 0.12%1.60% 6.31% 8.20% 43.20% Google Video Facebook YouTube Adult Instagram Top Video Sites by Volume - Middle East 2.12% 4.25% 13.92% 16.05% 51.27% Source: Citrix Sept 2014 Mobile Analytics Report * GoogleVideo and YouTube serve the same "YouTube" content. The difference is simply a reflection of Google's progress in shifting their domain name from YouTube to Google Video.
  9. 9. citrix.com 9 Findings: • On a given day, half of mobile data subscribers are served ads over the mobile network • The ratio of mobile video ads served to banner ads served increased over 2013. Last year, 1 video ad was served for every 20 banner ads served over mobile. This year, one video ad was served for every 16 banner ads • The data volume associated with ads served to Android-based and iOS- based devices is practically unchanged as compared to 2013, with ads responsible for 2.2% of daily mobile network traffic volume on Android-based devices (the same as in 2013) and 1.7% of daily mobile network traffic volume on iOS-based devices (as compared to 1.6% in 2013) Mobile Advertising: Year-Over-Year Comparison Android Devices Served Ads (by data volume) iOS Devices Served Ads (by data volume) Other 98% Other 98% Ads 2.2% Ads 1.7% 50% of mobile subscriber are served ads Relative Reach of Mobile Ads Banner Ad Source: Citrix Sept 2014 Mobile Analytics Report Video Ad
  10. 10. citrix.com 10 Findings: • On a given day, 8% of subscribers download and update apps over the mobile network, generating 14% of mobile data volume • The percentage of subscribers and data volume varies by region, with a low or 4.3% of subscribers downloading and updating apps over a mobile network in North America, to a high of 17% of subscribers downloading and updating apps over a mobile network in APAC • The corresponding data volume generated by mobile application downloads and updates ranges from a low of 12.5% in a North American mobile operator, to a higher of 23% in an EMEA mobile operator • Android devices generates proportionately more application store downloads (15.3%) than iOS mobile devices (12.5%) as measured by daily mobile data volumes Mobile App Stores: Downloads Can Impact Quotas 7.8% of mobile subscribers use mobile for App Store downloads generating 13.9% of mobile data volume Mobile Data Traffic is 13.9% App Store Downloads % Subscribers Downloading Apps over Mobile %ofDailySubs EMEA A EMEA B Americas A Americas B APAC A APAC B 6.04% 4.39% 4.47% 12.72% 17.16% 8.18% 0% 10% 20% Android Mobile Data Traffic is 15.3% App Store Downloads iOS Mobile Data Traffic is 12.5% App Store Downloads %ofDailyMobileTrafficVolume EMEA A EMEA B Americas A Americas B APAC A APAC B 14.60% 23.49% 12.54% 17.70% 22.41% 13.57% 0% 10% 20% 30% % of Data Volume from Downloading Apps over Mobile All other mobile data traffic 84.7% App Store 15.3% All other mobile data traffic 87.5% App Store 12.5% All other mobile data traffic 86.1% App Store 13.9% Source: Citrix Sept 2014 Mobile Analytics Report
  11. 11. citrix.com 11 Findings: • The average internet radio music listener “tunes in” for 16 minutes per session • Listening to music over the mobile network is much more popular in North America than anywhere else in the world, with 6.3% of North American data subscribers accessing Internet radio sites over mobile and only 0.9% of data subscribers accessing Internet radio sites over mobile in the rest of the world. Mobile Internet Radio: For How Long Do We Listen? 2.3% of subscribers listen to internet radio over the mobile network, generating 4.3% of mobile data traffic volume Mobile Data Traffic is 4.3% Internet Radio %ofDailySubs%ofDailyDataVolume 0 2 4 6 8 10 12 14 16 18 Mobile Data Traffic is 42% Video Content Time Spent Listening To Internet Radio Over Mobile ListeningtoInternet RadiooverMobile 15.8 Minutes 10% 0% 20% 10% 0% 6.34% 11.30% 3.25% 0.82% North America Rest of World North America Rest of World % of Subscribers Accessing Internet Radio Over The Mobile Network % of Data Volume Generated by Internet Radio Over The Mobile Network All other mobile data traffic 95.7% Popular Internet Radio Sites Internet Radio 4.3% Source: Citrix Sept 2014 Mobile Analytics Report
  12. 12. citrix.com 12 Mobile Data Usage: Sports and the World Cup 2.5% of mobile subscribers access sports media outlet content generating 0.5% of mobile data traffic volume Mobile Data Traffic is 0.5% Sport Content 0 2 4 Mobile Data Traffic is 42% Video Content Mobile Subscriber Engagement with Sports Media Outlet Content By Time MobileSports Engagement 2.6 Minutes Mobile Sports Media Outlet Content (Data Volume) Text, 23.5% Video, 20.9% Image, 40.4% Application, 14.0% Audio 1.2% When mobile video content spiked during the World Cup, video stalling times DOUBLED. All other mobile data traffic 99.5% Sports 0.5% Middle EastAsia PacificNorth AmericaEurope Average Video Stalling Time by Region (seconds) 60.0 0.0 Source: Citrix Sept 2014 Mobile Analytics Report 12.3 7.5 38.4 27.4
  13. 13. citrix.com 13 30% 20% 10% 0% 7% 25% Normal HLS Volume Regionalized Game Time HLS Volume Regional Game Time Spike June 22 Regionally, mobile streaming of the world cup (HLS video format) increased 3.5x on June 22, 2014 22 JUN 2014 - 18:00 Local time GROUP G Arena Amazonia Manaus USA FULL-TIME 2-2 PORTUGAL 300% 200% 100% 300% 200% 100% 0% 52% 208% Normal Mobile Video Data Volume Game Time Mobile Video Data Volume Regional Game Time Spike July 4 Regionally, mobile streaming of the world cup (HLS video format) increased 10x, driving total video data volume to 4x normal levels on July 4, 2014 04 Jul 2014 - 13:00 Local time Quarter-finals Estadio do Maracana Rio De Janeiro (BRA) FRANCE FULL-TIME 0-1 0% 7% 70% Regionalized Game Time HLS Volume Normal HLS Volume Regional Game Time Spike July 4 GERMANY Source: Citrix Sept 2014 Mobile Analytics Report
  14. 14. citrix.com 14 60% 30% 0% 50%50% Game Time Worldwide Mobile Video Traffic Normal Worldwide Mobile Video Traffic Worldwide Average Game Time Traffic July 13 Although there were regional spikes, as a worldwide average, mobile video data volume did not change during the final game, likely because the audience made an effort to plan ahead, and chose to view the game over alternative mediums. 13 JUL 2014 - 16:00 Local time FINAL Estadio do Maracana Rio De Janeiro FULL-TIME 1-0GERMANY ARGENTINA 1000% 500% 0% 45% 900% Normal Regional ESPN Data Volume (of Sports Media Outlet Content) Regional Game Time Spike July 8 Regionally, ESPN traffic over mobile increased 20x during game time on July 8. Once the score dropped to 0-5 data volume returned to normal. 08 JUL 2014 - 17:00 Local time SEMI-FINALS Estadio Mineirao Belo Horizonte BRAZIL FULL-TIME 1-7 GERMANY Source: Citrix Sept 2014 Mobile Analytics Report Game Time Regional ESPN Data Volume (of Sports Media Outlet Content)
  15. 15. citrix.com 15 Findings: • Mobile subscribers typically access sports media outlet content for 2.5 minutes at a time • On an average day, 2.5% of subscribers access sports media outlet content over the mobile network, generating 0.5% of mobile data traffic volume in the process. • The majority (64%) of mobile network data volume associated with sports media outlet content is in the form of text or images, with only 21% associated with video content. However significant increases in video traffic volume occur during major sporting events such as the recent World Cup. • The World Cup generated significant increases in video traffic volume over mobile networks. -- During the game between USA and Portugal on June 22, 2014, regional streaming of the World Cup, as measured by HLS (HTTP Live Streaming) video format traffic, increased by a factor of 3.5. -- During the game between France and Germany on July 4, 2014 regional streaming of the World Cup, as measured by HLS video format, increased by a factor of 10, driving total video data volume to 4x normal levels. -- During the game between Brazil and Germany on July 8, 2014, regional ESPN traffic over mobile increased by a factor of 20 during the first part of the game. Once the score reached 5-0, data volume returned to normal. -- During the final game between Germany and Argentina on July 13, 2014, there were regional spikes but, on average, mobile video data volume did not change from non-World Cup levels during the final game., • Average video stalling times by region are 12.3 seconds in Europe, 7.5 seconds in North America, 38.4 seconds in APAC and 27.5 seconds in the Middle East. During World Cup games in which mobile video traffic spiked, the average duration of video stalling per minute doubled.
  16. 16. citrix.com Part 2: Video on the Mobile Network
  17. 17. citrix.com 17 Mobile Video Around The World Findings: • On an average day, 52% of mobile data traffic is video, the majority of which (81%) is generated from video sites such as YouTube, Netflix and Daily Motion. • Mobile network traffic volume associated with video has increased worldwide over 2013 and now represents 52% of worldwide mobile network traffic volume, as compared to 45% in Q2 2013 Europe Mobile Content Breakdown (Data Volume) North America Content Breakdown (Data Volume) Asia Pacific Content Breakdown (Data Volume) Middle East Content Breakdown (Data Volume) Other 12.0% Updates 9.9% Internet Radio 2.7% Web 25.5% Video 50.0% Other 18.1% Updates 6.0% Internet Radio 3.2% Web 22.1% Video 50.7% Video 52.0% Updates 7.4% Internet Radio 3.8% Web 20.3% Other 15.8% Updates 5.4% Internet Radio 11.3% Video 54.6%Web 12.9% Global Mobile Video By Data Volume Source: Citrix Sept 2014 Mobile Analytics Report Other 16.5%
  18. 18. citrix.com 18 Video Quality of Experience: A Faster Network Doesn’t Mean Stall-Free Video 60.0 Stalling Time Per Minute of Video (seconds) 12.3 Europe North America Asia Pacific Middle East 7.5 38.4 27.4 0.0 1.4 Europe North America Asia Pacific Middle East 0.68 1.29 1.3 0 Server Delay Time (seconds) Source: Citrix Sept 2014 Mobile Analytics Report Global Mobile Video Quality of Experience
  19. 19. citrix.com 19 Findings: • Mobile video stalling time varies by region, with a low of 7.5 seconds in North America, to a high of 38.4 seconds in Asia Pacific • It is apparent that new technology (LTE) does not eliminate stalling, as both Europe and North America lead in LTE coverage but still have mobile video stalling • Server delay, defined as the delay due to unavailability of content from the content server, is lowest in North America (0.68 seconds) and averages 1.3 seconds for the rest of the world. Server delay is a contributor to stalling • Top video sites by data volume include Google Video/YouTube, Facebook, Instagram, Vine, Daily Motion, Akamai and adult content sites Google Video Akamai Facebook CDN Adult YouTube Top Video Sites by Volume - Europe Google Video Instagram Vine Akamai Edgecast Top Video Sites by Volume - North America 57.61% 13.30% 8.16% 7.57% 2.05% 3.09%4.01%4.80%4.92% 71.40% YouTube Daily Motion Operator Specific Adult Vimeo Top Video Sites by Volume - Asia Pacific 0.12%1.60% 6.31% 8.20% 43.20% Google Video Facebook YouTube Adult Instagram Top Video Sites by Volume - Middle East 2.12% 4.25% 13.92% 16.05% 51.27% Source: Citrix Sept 2014 Mobile Analytics Report * GoogleVideo and YouTube serve the same "YouTube" content. The difference is simply a reflection of Google's progress in shifting their domain name from YouTube to Google Video.
  20. 20. citrix.com 20 1.5X More Demand for Video Over LTE than 3G 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0% 1% 2% 3% 4% Totalofvideosrequestedinaday Hour of the Day Daily Video Requests Across An Operator With Both 3G and LTE LTE3G 1.5x more requests for video over LTE than 3G Source: Citrix Sept 2014 Mobile Analytics Report
  21. 21. citrix.com 21 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0% 1% 2% 3% 4% Totalvideodatavolumeservedinaday Hour of the Day Distribution of Data Volume Across An Operator With Both 3G and LTE LTE3G Generates 5X more video data volume over LTE than 3G Source: Citrix Sept 2014 Mobile Analytics Report 5X More Video Data Volume Over LTE
  22. 22. citrix.com 22 How Network Technology Affects YouTube and Netflix Viewing 0-5min 0.00% 5-10min 10-30min >30 Mobile Video Viewing Time Over 3G Viewing Time Distribution 31.28% 35.24% 77.18% Google Video / YouTube over 3G Netflix over 3G 0-5min 0.00% 5-10min 10-30min >30 Mobile Video Viewing Time Over LTE Viewing Time Distribution 31.52% 31.68% 23.91% 80.94% Google Video / YouTube over 3G Netflix over 3G Source: Citrix Sept 2014 Mobile Analytics Report Findings: • There are 1.5x more requests for video over LTE than over 3G. This results in 5X more video data volume served over the LTE network than the 3G network due to longer viewing times and higher resolution content. • Regardless of network technology, the majority (81%) of YouTube viewing time is 5 minutes or less. • Seventy-six percent (76%) of Netflix viewers watch for more than 5 minutes when viewing over LTE. • Netflix viewing times are longer over LTE than over 3G and more subscribers seek to watch Netflix over LTE than over 3G with 74% requesting Netflix service over LTE versus just 26% over 3G. • Relative demand for YouTube versus Netflix changes between 3G and LTE. On 3G networks, there is one request for a Netflix video for every seven requests for a YouTube video. On an LTE network, there is one request for a Netflix video for every four requests for a YouTube video. Source: Citrix Sept 2014 Mobile Analytics Report Over 3G: Demand for 1 Netflix video for every 7 YouTube videos Relative Demand Over LTE: Demand for 1 Netflix video for every 4 YouTube videos 20% increase in resolution of mobile video over LTE
  23. 23. citrix.com 23 Video Format Changes Year over Year Findings: • As mobile video format changes, higher resolution mobile videos are being served and mobile subscribers are able to view higher quality video. • Last year, 74% of mobile video data volume in North America was encoded in MP4 format. This year, the figure is 56%. • The MP4 video format is being steadily replaced by HLS and Smooth Streaming formats, which increased from 5% and 10%, respectively, in Q2 2013 to 17% and 23% in Q2 2014. As a result, the proportion of higher resolution video (481-720p) has increased from 29.2% to 33.6% of video data volume served to mobile subscribers, while low resolution video (177-240p) has decreased from 30.6% in Q2 2013 to 27.5% in Q2 2014. 5% 10% 5% 74% 20% 8% 65% 25% 11.50% 59.50% 3% 0.50% 23% 17% 56% 1% 100% 80% 60% 40% 20% 0% Q2 2013 Q4 2013 Q1 2014 Q2 2014 Mobile Video Formats in North America MP4 (PD) Google WebM Apple HLS FLV (PD) Smooth Streaming Other YouTube DASH 0-176p 177-240p 241-360p 361-480p 481-720p 721p- 18.0% 20.9% 30.6% 1.2% 100% 80% 60% 40% 20% 0% Q2 2013 Q4 2013 Q1 2014 Q2 2014 Mobile Video Resolution in North America 29.2% 18.5% 19.9% 29.5% 1.2% 30.9% 18.7% 19.0% 28.5% 1.2% 32.9% 18.8% 18.8% 27.5% 1.1% 33.6% Source: Citrix Sept 2014 Mobile Analytics Report MobileVideoResolutionbyDataVolume MobileVideoFormatbyDataVolume
  24. 24. citrix.com 24 For more information, please contact Stacey.Keegan@citrix.com. This report is an analysis of anonymously sourced information gathered over the preceding quarter about mobile network data traffic from a global cross-section of Citrix customers. The data presented is not intended to reflect a comprehensive view of all mobile network data traffic or of all mobile network subscribers.

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