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Online TV in GermanyW b TV M it 2010Web TV Monitor 2010
Commissioned by the Bavarian Regulatory Authority for Commercial Broadcasting – BLM
October 2010
Goldmedia GmbHStrategy Consulting Strategy Consulting
Dr. Klaus Goldhammer, Dr. Michael Schmid, Christine Link , Solveig Börnsen
Oranienburger Str. 27, 10117 Berlin, GermanyTel. +49 30-246 266-0, Fax +49 30-246 266-66
Info[at]Goldmedia.de, www.webtvmonitor.de
Web TV Monitor 2010Contents
1. Introduction and definition of sample
2 Structure of the German online TV market2. Structure of the German online TV market
3. Use and scope of online TV in Germany
4 Economic conditions in the online TV market4. Economic conditions in the online TV market4.1 Advertisement and marketing
4.2 Forecasts
5. Executive summary
2
Web TV Monitor 2010Research objectives and methodology
Client and objectives
Client: Project time frame: July to October 2010
Methodology
Goldmedia’s study on the use of German online TV was produced for the Bavarian Regulatory
oje e e y o O o e 0 0
Primary data research through survey of all German online TV providers (n=1,275) via online and offline questionnaires
Response: data on 186 Web TV channels (15%) Bavarian Regulatory Authority for Commercial Broadcasting (BLM)
p ( )(corresponding to 146 completed questionnaires)
Survey period: September 7th – 27th, 2010
17 Interviews with industry experts and representatives
Study objectives:
Give overview of the German online TV market
y
Secondary data through online desk research
Forecasts via top-down and bottom-up analyses
www webtvmonitor de 275
Quantify and categorize online TV market in Germany through survey of all providers
www.webtvmonitor.de
Response rates
Mon
itor
2010
, n=
1,2
1,275186
Describe use and economic stateof online TV in Germany
Provide market analyses and forecasts for online TV in
15%
oldm
edia
W
eb-T
V-M
Web-TV-Angebote insgesamt/Aussand
Dargestellte Angebote/Antworten
3
forecasts for online TV in Germany
Sour
ce: G
o
Web TV channels/Sent
Displayed channels/ Responded
Goldmedia’s six-attribute definitionof a Web TV channel
Videois a central feature of the site
1
Browser based / accessible online If a Web TV channel
2
German target audience(German language or subtitles)
channel fulfills all six
of these 3
Content is active (i.e. updated regularly)
requirement, it is included
in the4
Own or licensed content *
in thedatabase.5
Comply with legal standards (no pornography etc., imprint) 6
4
* Because it was not possible to reliably code editing of content, data on content editing could not be gathered in the survey.Source: Goldmedia Web-TV-Monitor 2010
The universe of online TV: nine categories of Web TV channels*
Web TV channels(online only)
1Provider withoutlabeling9 Undocumented
Online subbrands of print and radio
media
(o e o y)
2Online TV aggregators
Sharehoster & copyright pirates
labeling
Corporate video/ id h i
Online subbrands of TV channels 3
4
pornography
Non-commercial web TV channel
videoshopping 4
5Non German
N bliMedia and video
centers 6
7
Non-publicVideo-Sharing
Video sharing
Interactive multimedia portals
7
8p
* According to the Goldmedia definition Source: Goldmedia Web TV Monitor 2010
Web-TV-Monitor 2010Contents
1. Introduction and definition of sample
2 Structure of the German online TV market2. Structure of the German online TV market
3. Use and scope of online TV in Germany
4 Economic conditions in the online TV market4. Economic conditions in the online TV market4.1 Advertisement and marketing
4.2 Forecasts
5. Executive summary
6
1,275 Web TV channels in Germany, with at least 47% belonging to conventional media
0% 10% 20% 30% 40%
Share of online TV channels (base = 1,275 web TV channels)
Online subbrands of print and radio
34%
31%
Web TV channels(online only)
Online subbrands of TV channels
media
16%
Non-commercial
Corporate video/ videoshopping
8%
4% Non commercial web TV channels
Media and video centers
4%
4%
Video sharing
I t ti
3%
Interactive multimedia portals
Source: Goldmedia Web-TV-Monitor 2010, n=1,275
1%
Informative content often offered as entertainment in the German Web TV market
83%
“Which kind of content do you provide?” (multiple responses possible)
65%55%
48%
30%25%
Aktuelle Infof
Service Infof
Unterhaltungf
Trailer/ Unterhaltungf
SonstigesActual infof
Service infof
Entertainmentf
Trailer/ teaser/ Entertainmentf
Othernonfiktional nonfiktional nonfiktional Teaser/Promo fiktional
* Pure analysis of responses, no loading according to the views, multiple responses possibleSource: Goldmedia Web-TV-Monitor 2010, n=186 of 1,275 web TV channels
non-fiction non-fiction non-fiction promo fiction
Actual information available on over 80 percent of the web TV channels, and service information is available on nearly two thirds of channels Informative content is most prevalent in the German web TV market!
Key facts
8
nearly two thirds of channels. Informative content is most prevalent in the German web TV market!
Almost half of the Web TV channels shows promotional content!
Web TV Monitor 2010Contents
1. Introduction and definition of sample
2 Structure of the German online TV market2. Structure of the German online TV market
3. Use and scope of online TV in Germany
4 Economic conditions in the online TV market4. Economic conditions in the online TV market4.1 Advertisement and marketing
4.2 Forecasts
5. Executive summary
9
German video usage: 151 million views per day – dominance of video sharing
Views per day (in millions)
Average number of video views per day in the German online TV market in 2010
151 million views per day
135.3(89%)
0 40 80 120 160
Video-Sharing-Plattformen
p y4.7 billion videos per month
Video sharing ( )
6.2(4%)
5 7
Mediatheken/Videocenter/Submarken TV MedienMedia and video centers;online TV subbrands
5.7(4%)
2.7(2%)
Kommunikationsportale
Submarke Print/Hörfunk
Interactive multimedia portals
Online subbrands of print and radio media (2%)
1.7(1%)
SonstigesSource: Goldmedia Web-TV-Monitor 2010
p
Other
UGC has the highest share of views, but no professional contentM di d id t h hi h lit t t ll l i ti
Conclusion
10
Media and video centers have high-quality content as well as longer service time per view – far more potential in media budget
Online TV in Germany: top 10 providers account for 93% of use
German web TV channels, sorted by number of video views, 2010
0,9
1 Discontinuous graph – sectionremoved!
Top 10 providers have up to several million video views per day
Discontinuous graph – sectionremoved!
Top 10 providers have up to several million video views per day
0 6
0,7
0,8
nof
view
s) million video views per daymillion video views per day
0,4
0,5
0,6
ws
(in m
illio
0,2
0,3
Dai
ly v
iew
Micro-providers: less than 100 views per day
Micro-providers: less than 100 views per day
0
0,1
1 101 201 301 401 501 601 701 801 901 1001 1101 1201
German web TV channels, sorted by number of video views, 2010
11
Source: Goldmedia Web-TV-Monitor 2010
Usage during the day: like conventional TV, online TV is mainly watched in the evening
45%
Use of online TV and online radio during the day (09/2010)
Web TV peaks at nightAttention
35%
40%
p gAttention: Combination of different units –
Viewer/user levels of conventional TV and for Internet usage are higher than those for online TV and online radio at all times of the day.
25%
30%
30%
25%
Example: 25% of all daily online TV station hits take place between 6:00 p.m. and 9:00 p.m.
16%17% 18% 17%
18%20%
20%
25%
15%
18%
14%
17%
25%
6%
11% 11% 15%16% 17% 17% 18%
16%
13%12%10%
15%
Web-TV (Anteil an tgl. Gesamtabrufen)
9%
14%
4% 10%
12%
16%
Online TV (share of daily total recall)
1%2%
6%
7%
0%
5%
05 00 06 00 07 00 08 00 09 00 10 00 11 00 12 00 13 00 14 00 15 00 16 00 17 00 18 00 19 00 20 00 21 00 22 00 23 00 24 00
Webradio (Anteil an tgl. Gesamtabrufen)Internetnutzung ("gestern genutzt")Sehbeteiligung klassisches TV
4%
1%
6%
10%Online radio (share of daily total recall)Internet usage (“used yesterday”)Audience rating of conventional TV
05.00-06.00 07.00-08.00 09.00-10.00 11.00-12.00 13.00-14.00 15.00-16.00 17.00-18.00 19.00-20.00 21.00-22.00 23.00-24.00
12
Sources: Goldmedia analysis by www.agf.de, ARD/ZDF-Onlinestudie 2010, Goldmedia Web TV Monitor, n=186 ; Goldmedia Webradiomonitor 2010, n=609
Majority of Web-TV providers satisfied with access figures – but not with profitability
Web TV Monitor 2010: Access figures/viewers and profitability of online TV
“How satisfied are you with your TV’s access fi i l ”
“How satisfied are you with your TV’s fi bili i l “
11,4%sehr zufrieden 17 4%
6,4%
figures in general?”
53% 24%
profitability in general?“
Very satisfied
41,2%
sehr zufrieden
eher zufrieden
neutral32,1%
17,4%53% 24%Very satisfied
Rather satisfied
Neutral
15,8%
29,8%eher unzufrieden
sehr unzufrieden
14,7%
29,4%Rather unsatisfied
Very unsatisfied
1
14,7%
1Source: Goldmedia Web TV Monitor 2010, n=186
C l i
Satisfied with access figures/viewers Satisfied with profitability
Conclusion
Good access figures/viewers, bad viability: only 17.5 percent of providers are unsatisfied with their web video access figures, but 44 percent are unsatisfied with viability -- business models have to yet to become established
13
have to yet to become established
Success of ads and paid services mainly depends on availability of premium content
Web-TV-Monitor 2010Contents
1. Introduction and definition of sample
2 Structure of the German online TV market2. Structure of the German online TV market
3. Use and scope of online TV in Germany
4 Economic conditions in the online TV market4. Economic conditions in the online TV market4.1 Advertisement and marketing
4.2 Forecasts
5. Executive summary
14
96 percent of all Web-TV services are free!Advertising most important business model
Share
Web TV’s business models 2010
Base: 1,275 Web TV Channels 2010
53%
95%
9%
2%
38%
4%
0% 20% 40% 60% 80% 100%
Mediatheken/ Videocenter
Web-TV-Angebot (Online-Only)
Partially fee based1%
Fee based3% Media and video centers
Web TV channels (online only) 95%
97%
100%
100%
2%
1%
4%
1%
Web TV Angebot (Online Only)
Submarke klassischer TV-Medien
Kommunikations-Portale
Videoshopping
Web TV channels (online only)
Online subbrands of TV channels
Interactive multimedia portals
Videoshopping
100%
100%
100%
Video-Sharing-Plattform
Nichtkommerzieller Web-TV-Sender
Submarke klassischer Radio-Medien
pp g
Video sharing
Non-commercial web TV channels
Online subbrands of radio stations100%
100%
Corporate TV
Submarke klassischer Print-Medien
Free96%
Corporate TV
Online subbrands of print media
TM t li TV h l d t d bli th f iFazit
Source: Goldmedia Web TV Monitor 2010, N=1,275
15
TMost online TV channels were ad-supported, public, or other free serviceshere is some paid content, especially among the few video centers
Pre-roll is the most important form of advertising because of short videos
Share of advertising on online video sales
Pre-rolls currently make up
Key facts
Post-roll 10.7%
over 70 percent of the online video advertising market
Mid-roll
The most popular clips are currently a maximum of 5 minutes long
Pre-roll 72.9%
Mid roll 16.5% The length of each video
clip can be increased with premium TV channels’ content content
High potential for mid-roll and post-roll, especially with longer videos and if with longer videos and if hybrid TV succeeds. Allowing online video advertising to enter the li i
16
Source: Goldmedia Web TV Monitor 2010, n=186
living room.
Web-TV-Monitor 2010Contents
1. Introduction and definition of sample
2 Structure of the German online TV market2. Structure of the German online TV market
3. Use and scope of online TV in Germany
4 Economic conditions in the online TV market4. Economic conditions in the online TV market4.1 Advertisement and marketing
4.2 Forecasts
5. Executive summary
17
Goldmedia forecast: online video access figures/ viewers 2011 - 2015
388 400
Goldmedia forecast: access figures/viewers of online videos per day in Germany 2008 - 2015
So far, growth in access
Conclusion
Forecast
293
344
388 400 figures/viewers is primarily from UGC (Youtube etc.)
CAGR 2010-15
21%
CAGR 2010-15
21%
Forecast
245
293 300
mili
ons
Growth engines in thefuture: hybrid TV and online video services
21%21%CAGR CAGR
2008-10%
151
201 200
ss f
igur
esin with premium content
from conventional TV
Exception: some Web TV
53%
65 96
100
Acc
es
pchannels have only moderate growth, with demand already partly
-
2008 2009 2010 2011 2012 2013 2014 2015
declining
Forecast for 2015:388 million views/day
18
2008 2009 2010 2011 2012 2013 2014 2015
Source: Goldmedia Web TV Monitor 2010, N=1.275
388 million views/day12 billion views/month
Looking to the future:high potential of video advertising
Today, revenue from fee-based Web-TV services is roughly equal to f li id d i i
Web TV Monitor 2010 - assessment of providers’ financing in 2015 Conclusion
Online potential: h frevenue from online video advertising.
“By 2015, the revenue from fee-based Web-TV services will
“Online video advertising will be established as a standard form of
three-quarters of providers believe that video advertising will be based Web TV services will
dominate.”established as a standard form of advertising by 2015.”
advertising will be established as a standard form of online advertising75% 28%
38%trifft voll zu
trifft eher zu18%
10%In particular, the possibility of increasing video
%Fully agree
Agree
37%
trifft eher zu
neutral
trifft eher nicht zu
34%
length creates high potential, especially for mid-rolls
Agree
Partly agree/ partly disagreeDisagree
8%
16% trifft überhaupt nicht zu 13%
24% Skepticism exists about the potential of fee-based business models
g
Fully disagree
1 1
19
Source: Goldmedia Web TV Monitor 2010, n=186
business models
Online advertising market records significant growth, buoyed further by hybrid TV!
400
Goldmedia forecast: net advertising revenue from online video adsin millions €, 2009-2015 in Germany
279332 346
400
os
CAGR Net (2009-2015):+43%
133
226200
lions
of
euro
4080M
il
0
2009 2010 2011 2012 2013 2014 2015
Goldmedia forecast
Base: assessments by providers and surveyed media agencies external effects
Notes
Source: Goldmedia analysis 10/2010
20
Base: assessments by providers and surveyed media agencies, external effects
From 2012 onward, Hybrid TV will boost sales of video ads
Web-TV-Monitor 2010Contents
1. Introduction and definition of sample
2 Structure of the German online TV market2. Structure of the German online TV market
3. Use and scope of online TV in Germany
4 Economic conditions in the online TV market4. Economic conditions in the online TV market4.1 Advertisement and marketing
4.2 Forecasts
5. Executive summary
21
Web TV Monitor 2010Executive summary
Online TV market in Germany
1,275 total web TV channels in Germany (status as of 09/2010)
Nearly half (47 percent) are subbrands of conventional media, of which 26 Germany y ( p ) ,percent belong to print media, 16 percent to conventional TV channels –excluding media and video centers - and 5 percent to radio media
One third of the online TV channels are online-only servicesy
More than 82 percent provide current information services
Three percent of the online TV channels are public
Usage Currently 151 million video views per day, equivalent to 4.7 billion videos a month (status as of 09/2010)( / )
Goldmedia forecast: rise to almost 388 million views by 2015, with an average annual increase of 21 percent
UGC ( Y b ) h h hi h h f i d i b UGC (e.g. Youtube) has the highest share of views; extreme dominance by the top ten players, with 93 percent market share
Usage during the day: as with conventional TV, online TV is mainly viewed in th i b t 6 00 d 9 00
22
the evening between 6:00 p.m. and 9:00 p.m.
Web TV Monitor 2010Executive summary
Advertisement/marketing
Advertising most important business model - 96 percent of all Web-TV services are free!
Online advertising revenues of all German online TV channels were 40.1 million euros in 2009 (including video & display ads, spons, etc.)
Online advertising market to record significant growth up to 2015, providers and media agencies expect total revenue of 345.5 million euros
Pre-roll is the most important advertising because of short videos
Paid-Content Just 3 percent of all online TV channels have fee-based content
The availability of premium content in the "living room” is attractive
Trends Increasingly attractive and longer video content increases potential for video advertising, especially for mid-rolls and post-rolls
Longer videos and hybrid TV will help bring online video advertising into the Longer videos and hybrid TV will help bring online video advertising into the living room, especially from 2012 onward
According to Web-TV providers, various providers’ national and international VOD portals will contribute significantly to the spread of Internet video VOD portals will contribute significantly to the spread of Internet video content in the future
23
Goldmedia GmbH Strategy Consulting
Dr. Klaus Goldhammer,Dr. Michael Schmid, Christine Link, Solveig Börnsen
Oranienburger Str. 27, 10117 Berlin, GermanyTel. +49 30-246 266-0, Fax +49 30-246 266-66
info[at]Goldmedia.dewww.Goldmedia.de www.webtvmonitor.de