The  mobile video plays across the EMEA grew 15% over Q2 to reach 56% and tablet plays in the region reached nearly 14%, up 25% from a year ago, according to  the latest Ooyala Global Video Index .

The region has seen a surge in the amount of content being made available to stream to mobile devices, one the region’s viewers have taken advantage of. More wireless operators also are offering cheap data with no data caps, a sure way to feed demand.

While Q2 saw EMEA’s mobile growth flatten, Q3 saw EMEA mobile video plays hit a sizeable growth spurt: a 15% quarter-over-quarter increase, with mobile taking more than 56% of all video views. Year-over-year growth was even stronger, with the region recording 22.7% growth in mobile plays. EMEA smartphone plays increased to 42.4% of all plays, up from 35.2% a year ago, an increase of more than 20%. Q3 showed 12.2% growth over the previous quarter, as well. Nearly 14% of all video plays were on tablets, giving them nearly one-third of all mobile plays, considerably more that the 10% seen globally.

Mobile devices are simply the future of online video, embraced by younger users and by the companies that control distribution, especially in hard-to-access areas where a mobile network deployment is likely cheaper and easier than a fixed network. Making sure content is delivered as well as, if not better, on mobile devices than to traditional devices in the home will appeal to both younger users and transitioning Boomers and Gen X. The detailed data available from mobile networks will increase ROI if utilized correctly, the report stated.

Overall, content longer than five minutes made up 61% of time watched on smartphones, 79% on tablets, 99.4% on connected TVs and 59% on PCs (both desktop and laptop computers). The shift to watching any content on any device doesn’t appear to be slowing down, so it’s crucial that content providers be able to maximise quality delivery on all devices, the authors of the report stated. It’s also become obvious that the ability to collect and analyze data about how your customers watch — or don’t watch — video will impact ability to pivot along with customers as their video viewing habits continue to evolve.