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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
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
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
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.