Online video by the numbers july2011

Where we've come from, where we're headed, and why you should care.

Online Video by the Numbers

#DanPiech, Product Manager, comScore July 2011

2© comScore, Inc. Proprietary.

101MILLION PEOPLE

Source: comScore Video Metrix, June 2011

IN THE UNITED STATES

ARE GOING TO WATCH


101MILLION PEOPLE



ARE GOING TO WATCH

1.3 BILLION VIDEOS


101MILLION PEOPLE



ARE GOING TO WATCH

1.3 BILLION VIDEOS

TODAY


706%GROWTH


SINCE 2006

6© comScore, Inc. Proprietary. Icon Source: Dale Morrell, 19eighty7.com

WHERE WE’VE COME FROM

CHARACTERISTICS OF THE VIDEO AUDIENCE

WHAT WE’RE WATCHING

THE VIDEO AD UNIVERSE

WHY VIDEO IS A POWERFULLY UNIQUE AD MEDIUM

ACTION ITEMS!







ACTION ITEMS


1985: The Internet is Text-Based

1985


1995: The Internet becomes HTML-based

Source: archive.org

1995


HTML increases Internet penetration

Source: comScore Media Metrix June 2011

0

20

40

60

80

100

120

140

160

180

200

220

Total Internet Users (MM)

JAN 1999 June 2011


2000: Dial-up connections stifle online video growth

2000

56 kbps


2000-2006: Explosion of Broadband Connectivity

Source: comScore Media Metrix June 2011

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Broadband Penetration


2006: Video Reaches the Big Stage

2006

<embed src=“video.swf”>

14© comScore, Inc. Proprietary. Source: comScore Video Metrix

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

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6

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2006: Online Video Viewership Nearly Doubles

JAN 2006 JAN 2007 JAN 2009 JAN 2011JAN 2010


2006: Beginning to Monetize

63 BILLION VIDEOS

2006$324 MILLION (ad spend)

Source: comScore Video Metrix; eMarketer, December 2009; IAB, 2010


Premium video content achieves scale en-masse

2009

<video>


0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

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0

2009: The late majority become video viewers



Crossing the Chasm analogy as it applies to Online Video

Concept Source: Crossing the Chasm by Geoffrey Moore; Image Source: Craig Chelius


0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

Ja

n '0

6

Ma

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2006 was the year of the early majority, 2009 the late majority


EARLY

MAJORITY

LATE

MAJORITY


2010: Video is the fastest growing online ad format

441 BILLION VIDEOS

2010$1,440 MILLION (ad spend)

Source: comScore Video Metrix; eMarketer, December 2009; IAB, 2010


Online video is by far and away the fastest growing Internet segment

$ Ad Spend: +344%

# Videos: +600%

2006 – 2010


Online Video’s Paradigm Shift

2000=

2011=

An Occasionally Viewed Medium

for Peripheral, Low-Quality

Media Consumption

A Regularly Targeted Medium

for Engaged, High-Quality

Media Consumption

23© comScore, Inc. Proprietary. Source: comScore Video Metrix, June 2011

TODAYNUMBER OF VIEWERS per month 183MM

% OF INTERNET AUDIENCE 86%

VIDEOS VIEWED per month 39B

VIDEOS PER PERSON per month 211

VIEWING TIME PER PERSON per month 16 hr

Online video is now a significant aspect of our online lives


China and the US lead the way with scale

Source: comScore Video Metrix, April 2011

0

50

100

150

200

250

300C

hin

a

US

Japan

Germ

any

Fra

nce

Russia

Bra

zil

UK

India

Canada

Turk

ey

Spain

Italy

Mexic

o

Arg

entina

Austr

alia

Ma

laysia

Chile

Hong K

ong

Sin

gap

ore

New

Zeala

nd

Unique Viewers by Country (MILLIONS)

Un

iqu

e V

iew

ers

per

mo

nth


Canada has the most active video viewing population

Source: comScore Video Metrix, April 2011

0

20

40

60

80

100

120

140

160

180

200C

anada

US

Germ

any

Japan

Turk

ey

UK

Spain

Hong K

ong

Fra

nce

Ita

ly

Sin

gap

ore

Mexic

o

Austr

alia

Chile

Arg

entina

New

Zeala

nd

Bra

zil

Russia

Ma

laysia

India

Monthly Videos per Viewer by Country

Vid

eo

s p

er

vie

we

r p

er

mo

nth







ACTION ITEMS


85.9289.43 87.17 86.31 85.51 84.61 85.19

0

10

20

30

40

50

60

70

80

90

100

12-17 18-24 25-34 35-44 45-54 55-64 65+

All ages consume online video

Percentage of Internet Audience that View Video

Pe

rce

nt

per

mo

nth


240

325

269

211

179

140119

0

50

100

150

200

250

300

350

12-17 18-24 25-34 35-44 45-54 55-64 65+

18-34 Year-olds are heaviest consumers of online video

Monthly Videos Per Viewer

Vid

eo

s p

er

vie

we

r p

er

mo

nth


Men and women are equally likely to have watched online video

48% 52% 42% 58%

50.3%

49.7%

Percent of Viewers

Male

Female


Men watch 1.7x as many videos online as women

48% 52% 42% 58%

63%

38%

Video Views

Male

Female


Men account for more than 2/3rds of the time spent viewing online

48% 52% 42% 58%

69%

31%

Time Spent Viewing

Male

Female







ACTION ITEMS


Where are viewers watching content videos?


Web Property

Total Unique

Viewers (000)(of content videos)

Google Sites 149,281

VEVO 63,003

Yahoo! Sites 52,665

Microsoft Sites 50,663

Viacom Digital 49,493

Facebook.com 47,687

AOL, Inc. 43,915

Turner Digital 30,063

Hulu 26,701

NBC Universal 19,602


Duration moves upwards as long-form TV content moves online

0

20

40

60

80

100

120

140

160

180

Apr-09 Jun-09 Aug-09 Oct-09 Dec-09 Feb-10 Apr-10 Jun-10 Aug-10 Oct-10 Dec-10

Bil

lio

ns

of

Min

ute

s

Total US Viewing Duration +162%

Source: comScore Video Metrix


Viewing of long-form TV content online doubled from 2009-2010

Source: comScore Video Metrix, Dec 2009 – Dec 2010

104%

Videos per Viewer

75%increase increase

Videos Viewed

2009-2010 Yearly growth among long-form TV

programming sites


8% of long-form TV websites’ viewers view video on any given day

Source: comScore Video Metrix, Dec 2009 – Dec 2010

4% 8%2009

2010

Average percent of a long-form TV site’s

viewers that view videos on any given day


How the new TV audience tunes in: by platform

00%

Online-Only TV Viewers

6%

Cross Platform Viewers29%

TV-Only Viewers70%

Online-Only TV Viewers

6%

Cross Platform Viewers

24%

Survey conducted by comScore in August, 2010 Sample Size: 2053


Platform viewing by age:

75%

55%

TV Only 57%

20%

36%

TV + Online 35%

5%

9%

Online 8%

35-49

25-34

18-24







ACTION ITEMS


148

The average online viewer is reached 35 times a month by video ads

5.2


video ad impressions per monthBillion

2.2 video ad minutes per monthBillion

viewers exposed to video adsMillion

35 video ads per person per month


8

The ad market is growing, but has room for more

21


video ad impressions per month% Growth YOY

22 video ad minutes per month% Growth YOY

viewers exposed to video ads% Growth YOY

13 video ads per person per month% Growth YOY


81% video viewers

70%total web

48% total US Population

Online video advertising reaches half of the total US population


1.3% of time spent viewing video

online is spent viewing ads compared to

20-30% on TV

1.3%

98.7%

Ads Content

25%

75%

All Online Video Television

Only 1.3% of time spent viewing video online is spent watching ads


3.1% of time spent viewing video

online on entertainment sites is spent

viewing ads compared to 20-30% on TV

3.1%

96.9%

Ads Content

25%

75%

Entertainment Sites Television

Television is far more monetized than online video


8.1% of time spent viewing video online

on long-form premium TV content is spent

viewing ads compared to 20-30% on TV

8.1%

91.9%

Ads Content

25%

75%

Long-Form Premium TV-content Television

There is significantly less clutter in the online world







ACTION ITEMS


22.0%

25.6%

19.5%

32.1%

21.8%

18.6%

18.7%

35.8%

34.3%

32.0%

30.1%

29.8%

31.2%

Commercials are interesting

Commercials are annoying

I enjoy watching the commercials

The commercials interfere with my show viewing

Commercials are memorable

Commercials are relevant to me

Commercials make me think favorably about the brand being advertised

Online Rating TV Rating

Source: comScore TV Everywhere Survey | n = 1825

Online viewers are more receptive to advertising

How would you rate the commercials you see when

watching original TV shows on ONLINE vs. TV?


Online viewers can easily and immediately pursue a brand further

0 10 20 30 40 50 60

Other

A text or image-based commercial surrounding the video player

A video commercial played before the show

A product that you noticed in the program

A video commercial played during the show

Percentage of respondents

Source: comScore TV Survey, 2010

What are the reasons you visited an advertiser’s

website while watching a show online?


Nearly 100% of online spenders are video viewers

Video Viewers

96%

Non-Video Viewers

4%

comScore Video Metrix and comScore E-Commerce Online Spend Data – June 2010


Video viewers spend more online

All InternetUsers

Video Ad Networks

Earned Media& Social Video

Premium Long-Format Video

0

20

40

60

80

100

120

140

160

180

170

145136

115100

comScore Video Metrix and comScore E-Commerce Online Spend Data – June 2010

comScore Online Buying Power Index

All Video

Viewers


88.3

11.7

TV Only Viewers

< $100k

> $100k

85.8

14.2

Cross-Platform Viewers

Cross-platform viewers are 21% more likely to have $100k+ HHI

comScore cross-media survey, May, 2011

Cross-platform viewers are 21% more likely

to have $100,000+ household incomes

than television-only viewers

Household Income


Note the clichéd clip-art graphics

Video is social, interactive, lean forward…


1 in 3 video viewers comment


2 in 5 upload videos


1 in 2 regularly share videos


More than 1 in 2 view online video with others


Among 18-34’s, more than 2 in 3 view with others







ACTION ITEMS!


$40 $55 $85 $135 $225 $324 $410

$734

$1,029

$1,440

$1,966

$2,858

$3,844

$5,202

63,515

102,141

142,254

260,049

440,692

0

50000

100000

150000

200000

250000

300000

350000

400000

450000

500000

$0

$1,000

$2,000

$3,000

$4,000

$5,000

$6,000

20

01

20

02

20

03

20

04

20

05

20

06

20

07

20

08

20

09

20

10

20

11

20

12

20

13

20

14

Ad Spending (MM) Streams (MM)

Source: comScore Video Metrix, December 2010 and eMarketer, December 2009

The market has plenty of room to grow!


Action Plan:

Put together a video action plan with discrete goals

– Is your goal to…

Increase website/microsite visits?

Improve brand opinion?

Introduce a brand message to a larger audience or a more niche audience?

Drive direct online or offline purchase behavior?

The technology infrastructure of the Internet affords these opportunities to you

Determine where and how your target audience is consuming video

Keep your mind open to using the new opportunities online video affords:

– Using a YouTube Partner as a brand advocate

– Developing branded content that spurs conversation

– Cross pollinating your social media campaigns with video

Use the many resources and measurement companies available to

determine if your goals have been met

– Most any goal can be easily and discretely measured


This is NOT TV!


This is Online Video!

Thank you!

@DanPiech | [email protected]

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Online video by the numbers july2011

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