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1. Most Watched Content by Category Percentage of online adults who say they watch each type of video, by year The Economics of Online Video 2011 A look at the contenders for consumers’ attention and marketers’ ad dollars. 31% 37% 22% 16% 22% 15% 19% 14% 13% 6% 6% 50% 43% 38% 32% 32% 30% 22% 21% 15% 7% 8% C om edy orhum orous videos N ew s videos Educationalvideos M ovies orTV show s M usic videos Politicalvideos Anim ation orcartoons Sports videos C om m ercials oradvertisem ents A dult O ther 2007 200 9 Note: In 2007, all internet users were asked if they watched each of these 11 types of video. In the current survey, only those internet users who met the definition of online video watchers/downloaders were asked the types of video they watch, and those figures were then repercentaged based on all internet users. Source: Pew Internet
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Page 1: 1. Most Watched Content by Category Percentage of online adults who say they watch each type of video, by year The Economics of Online Video 2011 A look.

1. Most Watched Content by CategoryPercentage of online adults who say they watch each type of video, by year

The Economics of Online Video 2011A look at the contenders for consumers’ attention and marketers’ ad dollars.

31%

37%

22%

16%

22%

15%

19%

14%

13%

6%

6%

50%

43%

38%

32%

32%

30%

22%

21%

15%

7%

8%

Comedy or humorous videos

News videos

Educational videos

Movies or TV shows

Music videos

Political videos

Animation or cartoons

Sports videos

Commercials or advertisements

Adult

Other

2007 2009

Note: In 2007, all internet users were asked if they watched each of these 11 types of video. In the current survey, only those internet users who met the definition of online video watchers/downloaders were asked the types of video they watch, and those figures were then repercentaged based on all internet users. Source: Pew Internet

Page 2: 1. Most Watched Content by Category Percentage of online adults who say they watch each type of video, by year The Economics of Online Video 2011 A look.

Source: Barclays Capital, eMarketer, Forrester Research, Piper Jaffray

2. Video ad spending estimates 2010-2014eMarketer is the most bullish on growth of online video ad market over next five years.

The Economics of Online Video 2011A look at the contenders for consumers’ attention and marketers’ ad dollars.

$0

$1

$2

$3

$4

$5

$6

2010 2011 2012 2013 2014

Bill

ions

BARCLAYS CAPITAL FORRESTER RESEARCHPIPER JAFFRAY eMARKETER

$5.71 billion

Page 3: 1. Most Watched Content by Category Percentage of online adults who say they watch each type of video, by year The Economics of Online Video 2011 A look.

Source: Visible Measures

3. Top 10 Webisodes (1-5)For the month of October, 2010

The Economics of Online Video 2011A look at the contenders for consumers’ attention and marketers’ ad dollars.

1The Annoying

Orange

2Auto-Tune the News

3Key of

Awesome

4Fred

5Happy Tree

Friends

Last month’s rank: 1 Last month’s rank: 2 Last month’s rank: 3 Last month’s rank: 4 Last month’s rank: 6

ComedyNews Parody/

Barely PoliticalComedy/Music Comedy Animation

GagFilms Next New Networks Next New Networks MondoMedia

True Reach:

53,974,273True Reach:

43,392,347True Reach:

36,037,364True Reach:

35,887,980True Reach:

19,477,635

Page 4: 1. Most Watched Content by Category Percentage of online adults who say they watch each type of video, by year The Economics of Online Video 2011 A look.

Source: Visible Measures

3. Top 10 Webisodes (6-10)For the month of October, 2010

6Smosh

7Totally Sketch

8The Station

9Red vs Blue

10Potter

Puppet Pals

Last month’s rank: 5 New Last month’s rank: 7 Las month’s rank: 8 Last month’s rank: 10

Comedy/Sketch Comedy/Sketch Comedy Animation/Comedy Sketch

Deca TV Totally Sketch The Station Rooster Teeth

True Reach:

18,726,276True Reach:

9,479,012True Reach:

8,541,008True Reach:

7,195,807True Reach:

6,531,149

The Economics of Online Video 2011A look at the contenders for consumers’ attention and marketers’ ad dollars.

Page 5: 1. Most Watched Content by Category Percentage of online adults who say they watch each type of video, by year The Economics of Online Video 2011 A look.

Note: Total U.S. home/work/university locations, Source: comScore

4. Online Video Consumption by Web PropertyGoogle Sites, driven primarily by video viewing at YouTube, ranked as the top online video content property in December.

Top 10 Video Content Properties by Unique Viewers, December 2010

Property Total Unique Viewers (000) Viewing Sessions (000) Minutes Per Viewer

Google sites 144,757 1,924,214 274.3

Yahoo! Sites 53,050 191,367 30.0

VEVO 50,594 266,448 89.9

AOL, Inc. 48,550 252,561 31.2

Viacom Digital 45,880 148,321 51.6

Facebook.com 41,119 124,546 14.6

Microsoft Sites 36,589 132,747 50.4

Fox Interactive Media 28,902 90,959 19.3

Turner Digital 26,943 89,204 23.4

Hulu 26,493 131,127 217.1

Total Internet 172,109 5,156,086 873.1

The Economics of Online Video 2011A look at the contenders for consumers’ attention and marketers’ ad dollars.

Page 6: 1. Most Watched Content by Category Percentage of online adults who say they watch each type of video, by year The Economics of Online Video 2011 A look.

Note: Total U.S. home/work/university locations. *Video ads include streaming-video advertising only and do not include other types of video monetization, such as overlays, branded players, matching banner ads, homepage ads, etc. **Indicates video ad network/server. Source: comScore

5. Online Video Ad Consumption by Web PropertyAmericans viewed 5.9 billion video ads in December, with Hulu generating the highest number of video ad impressions.

Top 10 Video Content Properties by Unique Viewers, December 2010

Property Video Ads (000)Frequency

(Ads per Viewer)% Reach Total U.S. Population

Hulu 1,227,929 47.1 8.6%

Tremor Media Video Network** 1,227,929 11.8 28.6

ADAP.TV** 681,543 11.9 19%

BrightRoll Video Network** 587,946 8.7 22.3%

Microsoft Sites 423,000 10.2 13.7%

CBS Interactive 271,461 8.9 10.1%

AOL, Inc. 231,884 6.7 11.5%

Undertone** 226,822 9.2 8.1%

Google Sites 223,842 4.8 15.3%

TubeMogul Video Ad Platform 174,062 4.1 14.2%

Total Internet 5,910,646 39.8 49.1%

The Economics of Online Video 2011A look at the contenders for consumers’ attention and marketers’ ad dollars.

Page 7: 1. Most Watched Content by Category Percentage of online adults who say they watch each type of video, by year The Economics of Online Video 2011 A look.

Source: Brightcove, TubeMogul

6. Average Minutes per View by Day of WeekThe amount of time spent with online video increases on weekends across all media categories.

1:27

1:29

1:30

1:32

1:33

1:35

1:36

1:37

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Le

ng

th i

n m

inu

tes

Friday, Saturday had highest average minutes viewed across all media categories

The Economics of Online Video 2011A look at the contenders for consumers’ attention and marketers’ ad dollars.

Page 8: 1. Most Watched Content by Category Percentage of online adults who say they watch each type of video, by year The Economics of Online Video 2011 A look.

Source: Sandvine; Mary Meeker, Morgan Stanley

7. Netflix Accounts for 21% of Internet Traffic at Peak TimesNorth American downstream fixed-access peak hour share by application, September 2010

STREAMING VIDEO OTHER WEB TRAFFIC

26%

23%

21%

10%

8%

6%

6%

Other Traffic

HTTP

Netflix

YouTube

BitTorrent

Flash Video

RTMP

Streaming video up to ~37% of internet traffic during traditional “TV hours”

The Economics of Online Video 2011A look at the contenders for consumers’ attention and marketers’ ad dollars.

Page 9: 1. Most Watched Content by Category Percentage of online adults who say they watch each type of video, by year The Economics of Online Video 2011 A look.

8. Total Minutes Streamed by Media TypeIn the third quarter of 2010, newspaper sites for the first time passed broadcast sites in total minutes streamed.

Source: Brightcove, Tube Mogul

290,958,556

218,644,719

313,082,730

106,594,313

0

50,000,000

100,000,000

150,000,000

200,000,000

250,000,000

300,000,000

350,000,000

Broadcast Magazine Newspaper Online Media

The Economics of Online Video 2011A look at the contenders for consumers’ attention and marketers’ ad dollars.

Page 10: 1. Most Watched Content by Category Percentage of online adults who say they watch each type of video, by year The Economics of Online Video 2011 A look.

Source: comScore

9. Online Video ViewingThe number of online videos watched has steadily increased in the last half of the year, peaking at over 35 billion. Number of videos in billions (000)

20

25

30

35

40

Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10

Bill

ion

s

35,340,250The number of videos watched by consumers grew steadily in second half of 2010.

The Economics of Online Video 2011A look at the contenders for consumers’ attention and marketers’ ad dollars.

Page 11: 1. Most Watched Content by Category Percentage of online adults who say they watch each type of video, by year The Economics of Online Video 2011 A look.

Source: comScore

10. Viewing by DaypartMinutes spent by total internet audience watching online video by daypart

Nov-2009 June-2010 Nov-2010 1yr % change

Early Morning 6,337 13,380 11,197 76.7%

Daytime 27,671 44,293 38,222 38.1%

Early Fringe 15,434 18,774 19,660 27.4%

Prime 14,460 21,117 19,725 36.4%

Late Fringe 9,441 12,069 11,822 25.2%

Late Night 12,731 15,282 14,449 13.5%

Weekend Morning 6,572 8,879 9,223 40.3%

Weekend Afternoon 11,938 12,506 14,217 19.1%

Weekend Prime 9,280 9,015 11,116 19.8%

Weekend Late Fringe 4,457 4,438 4,944 10.9%

Weekend Late Night 7,020 6,480 7,373 5.0%

All Day - Weekday 86,074 122,262 112,360 30.5%

All Day - Weekend 39,266 40,523 45,836 16.7%

Total 125,340 156,433 154,627 23.4%

The Economics of Online Video 2011A look at the contenders for consumers’ attention and marketers’ ad dollars.

Page 12: 1. Most Watched Content by Category Percentage of online adults who say they watch each type of video, by year The Economics of Online Video 2011 A look.

Source: comScore

11. Overlap in TV and Online ViewingTV-only viewers compared with cross platform viewers

11%

19%

35%

27%

9%

24%

30%32%

13%

3%

18-24 25-34 35-49 50-64 65+

TV ONLY CROSS PLATFORM

The Economics of Online Video 2011A look at the contenders for consumers’ attention and marketers’ ad dollars.

Page 13: 1. Most Watched Content by Category Percentage of online adults who say they watch each type of video, by year The Economics of Online Video 2011 A look.

Source: Frank N. Magid Associates

12. Concurrent Activities While Watching TV or Online VideoWhat TV viewers usually do when watching television

53%

52%

52%

43%

11%

47%

47%

42%

28%

15%

62%

52%

52%

48%

26%

15%

60% 60%Surf the Internet

Use a computer for email, games, school or office work

Do other things around my home

Talk to others around me

Talk on the phone

Pay full attention to what I’m watching and nothing else

YOUTUBE VIEWERS, 655 NEXTNEWNETWORKS, 1,516NATIONAL SAMPLE, 980

The Economics of Online Video 2011A look at the contenders for consumers’ attention and marketers’ ad dollars.

Page 14: 1. Most Watched Content by Category Percentage of online adults who say they watch each type of video, by year The Economics of Online Video 2011 A look.

Source: Frank N. Magid Associates

12. Concurrent Activities While Watching TV or Online VideoWhat TV viewers usually do when ads air on TV

35%

32%

32%

28%

26%

22%

14%

11%

9%

33%

27%

37%

22%

24%

22%

19%

7%

8%

51%

28%

26%

32%

24%

33%

26%

19%

6%

44%

2%

3%

3%

4%

48%

4%

1%

4%

Change the channels

Do things around the house

Pay attention to the ads that interest me

Use a computer/access the Internet

Talk to other people

Fast-forward through the ads if on DVR

Watch the ads but don't pay attention

Mute the TV

Talk on the phone

Read a magazine, newspaper or book

Other

None of these

YOUTUBE VIEWERS, 655 NEXTNEWNETWORKS, 1,516NATIONAL SAMPLE, 980

The Economics of Online Video 2011A look at the contenders for consumers’ attention and marketers’ ad dollars.

Page 15: 1. Most Watched Content by Category Percentage of online adults who say they watch each type of video, by year The Economics of Online Video 2011 A look.

Source: comScore

13. Less Advertising Is Not a Driver of Online Video WatchingReasons to watch online

71%

57%

38%

25%

13%

7%

Missed episode on TV

Convenience

Less ads

Like to see past episodes

Prefer the online experience

Don't subscribe tocable/don't have a TV

The Economics of Online Video 2011A look at the contenders for consumers’ attention and marketers’ ad dollars.

Page 16: 1. Most Watched Content by Category Percentage of online adults who say they watch each type of video, by year The Economics of Online Video 2011 A look.

Source: Tube Mogul

14. Repurposed TV Ads vs. Web-Original Content Rank the SameComparison of attrition rates -- percentage of people who viewed the video

42.4%

57.2%

29.6%

44.2%

36.5%

19.4%

30.1%

17.0%

32.2%

23.4%

Repurposed, :15

Repurposed, :30

Made-for-web, :30-:60

Made-for-web, :60-1:30

Made-for-web, >1:30

HALFWAY COMPLETED

The Economics of Online Video 2011A look at the contenders for consumers’ attention and marketers’ ad dollars.

Page 17: 1. Most Watched Content by Category Percentage of online adults who say they watch each type of video, by year The Economics of Online Video 2011 A look.

Source: Frank N. Magid Associates

15. Consumer attitudes toward web original videosA majority of viewers agree that web original videos offer quality entertainment experience, on their terms

58%

53%

53%

42%

69%

42%

38%

57%

46%

47%

46%

47%

38%

38%

78%

69%

65%

66%

43%

59%

47%

YOUTUBE VIEWERS, 722 NEXTNEWNETWORKS, 1,596NATIONAL WOV VIEWERS, 555

Web original programs provide quality entertainment

whenever I want

Web original videos keep getting better and better

Many of the Web original videos online are good enough to be

shown on television too

I wish there were more Web original videos on the Internet

I have certain Web sites I rely on for the best Web

original videos online

I'm always looking for new Web original videos to watch

I think of Web original videos as the new TV

The Economics of Online Video 2011A look at the contenders for consumers’ attention and marketers’ ad dollars.


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