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The State of Online VideoDan Piech
The State of Online Video
OMMA VIDEO - January, 2010
MILLION PEOPLEIN THE UNITED STATESIN THE UNITED STATESARE GOING TO WATCH
2© comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2010
MILLION PEOPLEIN THE UNITED STATESIN THE UNITED STATESARE GOING TO WATCH
BILLION VIDEOS
3© comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2010
MILLION PEOPLEIN THE UNITED STATESIN THE UNITED STATESARE GOING TO WATCH
BILLION VIDEOS
4© comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2010
20062006
<embed src=“video swf”>5© comScore, Inc. Proprietary.
<embed src=“video.swf”>
20062006$324
63$324 MILLION (ad spend)
63 BILLION VIDEOS
¢0.7 PER VIDEO6© comScore, Inc. Proprietary.
¢0.7 PER VIDEOSource: comScore Video Metrix, December 2010; eMarketer, December 2009; IAB, 2010
20102010
<video><video>
7© comScore, Inc. Proprietary.
20102010$1 440
441$1,440 MILLION (ad spend)
441 BILLION VIDEOS
¢0.4 PER VIDEO8© comScore, Inc. Proprietary.
¢0.4 PER VIDEOSource: comScore Video Metrix, December 2010; eMarketer, December 2009; IAB, 2010
2006 – 20102006 2010
9© comScore, Inc. Proprietary.
2006 – 20102006 2010$ Ad Spend: +344%p
10© comScore, Inc. Proprietary.
2006 – 20102006 2010$ Ad Spend: +344%p
# Videos: +600%# Videos: +600%
11© comScore, Inc. Proprietary.
AGENDATHE STATE OF ONLINE VIDEO
AGENDATHE STATE OF ONLINE VIDEO
THE FUTURE OF VIDEO MONETIZATION
WHY VIDEO?
12© comScore, Inc. Proprietary. Icon Source: Dale Morrell, 19eighty7.com
THE STATE OF ONLINE VIDEOUbiquityThe rise of long-formVideo advertising
13© comScore, Inc. Proprietary. Icon Source: Dale Morrell, 19eighty7.com
The growth of the online video universe
40,000180,000
Number of People Streaming (000) Streams (MM)
30,000
35,000
140,000
160,000
20,000
25,000
80,000
100,000
120,000
5,000
10,000
15,000
20 000
40,000
60,000
00
20,000
Jan
'06
Mar
'06
May
…
Jul '
06
Sep
'06
Nov
'06
Jan
'07
Mar
'07
May
…
Jul '
07
Sep
'07
Nov
'07
Jan
'08
Mar
'08
May
…
Jul '
08
Sep
'08
Nov
'08
Jan
'09
Mar
'09
May
…
Jul '
09
Sep
'09
Nov
'09
Jan
'10
Mar
'10
May
…
Jul '
10
Sep
'10
Nov
'10
14© comScore, Inc. Proprietary. Source: comScore Video Metrix
15© comScore, Inc. Proprietary. Image Source: Craig Chelius
The growth of the online video universe
40,000180,000
Number of People Streaming (000) Streams (MM)
30,000
35,000
140,000
160,000
20,000
25,000
80,000
100,000
120,000
5,000
10,000
15,000
20 000
40,000
60,000
00
20,000
Jan
'06
Mar
'06
May
…
Jul '
06
Sep
'06
Nov
'06
Jan
'07
Mar
'07
May
…
Jul '
07
Sep
'07
Nov
'07
Jan
'08
Mar
'08
May
…
Jul '
08
Sep
'08
Nov
'08
Jan
'09
Mar
'09
May
…
Jul '
09
Sep
'09
Nov
'09
Jan
'10
Mar
'10
May
…
Jul '
10
Sep
'10
Nov
'10
16© comScore, Inc. Proprietary. Source: comScore Video Metrix
Every month:
NUMBER OF VIEWERS 180MM180MM
% OF INTERNET AUDIENCE 85%
VIDEOS VIEWED 36B
VIDEOS PER PERSON 200
VIEWING TIME PER PERSON 13 hr
17© comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2010
Age breakdown: Percent of Internet audience that view video
90
100
60
70
80
40
50
60
20
30
0
10
12-17 18-24 25-34 35-44 45-54 55-64 65+
18© comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2010
Age breakdown: Videos per viewer
300
350
250
300
150
200
50
100
012-17 18-24 25-34 35-44 45-54 55-64 65+
19© comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2010
Viewing by gender (Top 100 Video Properties)
473.0500 Females Males
366.0400
300
89.4
139.0
89.8
170.0
100
200
0UVs (MM) Videos per Viewer Minutes per Viewer
48% 52% 43% 57% 42% 58%
20© comScore, Inc. Proprietary.
UVs (MM) Videos per Viewer Minutes per Viewer
Source: comScore Video Metrix, December 2010
Where are viewers watching content videos?
Web PropertyTotal Unique
Viewers (000)(of content videos)
Google Sites 145,829Yahoo! Sites 61,803VEVO 50,320AOL, Inc. 47,687Viacom Digital 47 282Viacom Digital 47,282Facebook.com 42,500Microsoft Sites 35,348Fox Interactive Media 31,552NBC Universal 29,192Turner Digital 27,714
21© comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2010
Duration moves upwards as long-form TV content moves online
180 Total US Viewing Duration +162%
140
160
s
80
100
120
s of
Min
utes
40
60
80
Bill
ions
0
20
22© comScore, Inc. Proprietary.
Apr-09 Jun-09 Aug-09 Oct-09 Dec-09 Feb-10 Apr-10 Jun-10 Aug-10 Oct-10 Dec-10
Source: comScore Video Metrix
Growth in long-form TV programming online
Yearly growth in videos viewed on long-form TV programming sites
Videos per ViewerVideos Viewed Videos per ViewerVideos Viewed
104% 75%increase increase
23© comScore, Inc. Proprietary. Source: comScore Video Metrix, Dec 2009 – Dec 2010
Growth in long-form TV viewing repeat engagement
Average percent of a site’s viewers that view videos on any given day
4%(long-form sites only)
8%4% 8%2009 2010
24© comScore, Inc. Proprietary. Source: comScore Video Metrix, Dec 2009 – Dec 2010
Ad impressions per month
5 9Billion5.9video ad impressions per monthBillion
2.4video ad minutes per monthBillion
1482.4video ad minutes per month
Milli148 viewers exposed to video adsMillion
25© comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2010
Ad Impressions per month – 6 month variances
36% Growth36video ad impressions per month% Growth
30video ad minutes per month% Growth30video ad minutes per month
8% G thviewers exposed to video ads8% Growth
26© comScore, Inc. Proprietary. Source: comScore Video Metrix, June 2010 – December, 2010
Video advertising reach
83% video viewers
70%total web
49% total USUS
Population
Linear video ads are served across the web in a month reach the
average video viewer 40 times
Linear video ads are served across the web in a month reach the
average video viewer 40 times
27© comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2010
gg
Ad Percentage
16%16%
AdsC t t
84%
Content
16 4% f id i d d16 4% f id i d d16.4% of videos viewed are ads16.4% of videos viewed are ads
28© comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2010
THE FUTURE OF VIDEO MONETIZATION Are we monetizing to the degree we could be?Comparison to televisionViewer expectations are being molded as we speak
29© comScore, Inc. Proprietary. Icon Source: Dale Morrell, 19eighty7.com
Online video viewing growth is outpacing ad spending growth
500000$6,000
Ad Spending (MM) Streams (MM)
$5,202 440,692
350000
400000
450000
$5,000
$2,858
$3,844
260,049 250000
300000
350000
$3,000
$4,000
$734 $1,029
$1,440
$1,966
63 515
102,141
142,254
100000
150000
200000
$1,000
$2,000
$40 $55 $85 $135 $225 $324 $410 63,515
0
50000
$0
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
30© comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2010 and eMarketer, December 2009
Not enough ads?Not enough ads?
Ads too cheap?Ads too cheap?31© comScore, Inc. Proprietary.
All Online Video Television
1.6%
Ads Content25%
98.4% 75%
1.6% of time spent viewing video online is spent viewing ads compared to 20-30% on TV
1.6% of time spent viewing video online is spent viewing ads compared to 20-30% on TV
32© comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2010
Entertainment Sites Television
5.3%
Ads Content25%
94.7% 75%
5.3% of time spent viewing video online on entertainment sites is spent viewing ads compared to 20-30% on TV
5.3% of time spent viewing video online on entertainment sites is spent viewing ads compared to 20-30% on TV
33© comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2010
Long-Form Premium TV-content Television
8.5%
Ads Content25%
91.5% 75%
8.5% of time spent viewing video online on long-form premium TV content is spent viewing ads compared to 20-30% on TV
8.5% of time spent viewing video online on long-form premium TV content is spent viewing ads compared to 20-30% on TV
34© comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2010
on TVon TV
What do our Viewers Really Value?
69%Missed episode on TV
Reasons to Watch Online
56%Like to see past episodes
42%
57%
Less ads
Convenience
Cross Platform [B]
13%
29%
Prefer the online experience
Can discover new shows easily
9%Don't subscribe to cable/ don't have a TV
p
35© comScore, Inc. Proprietary.
Q12. What are the reasons why you like to watch Original TV shows online? Check all that apply.
0% 20% 40% 60% 80%
Base sizes:Total=617
Online Only= 115Both TV/Online= 502
Source: comScore TV Everywhere Survey, 2010
What do our Viewers Really Value?
69%Missed episode on TV
Reasons to Watch Online
56%Like to see past episodes
42%
57%
Less ads
Convenience
Cross Platform [B]
13%
29%
Prefer the online experience
Can discover new shows easily
9%Don't subscribe to cable/ don't have a TV
p
36© comScore, Inc. Proprietary.
Q12. What are the reasons why you like to watch Original TV shows online? Check all that apply.
0% 20% 40% 60% 80%
Base sizes:Total=617
Online Only= 115Both TV/Online= 502
Source: comScore TV Everywhere Survey, 2010
100.0
80.0
Desired Length of Commercials Online
60.0
40.0
20.0
0.01 min 2 min 3 min 4 min 5 min 6 min 7 min 8 min 9 min 10 min 11 min 12 min 13 min 14 min 15 min
37© comScore, Inc. Proprietary.
Negligible Minimal Long Enough Too Long
Base sizesTotal=640
Source: comScore TV Everywhere Survey, 2009
100.0
80.0
Desired Length of Commercials Online
60.0
40.0
20.0
0.01 min 2 min 3 min 4 min 5 min 6 min 7 min 8 min 9 min 10 min 11 min 12 min 13 min 14 min 15 min
38© comScore, Inc. Proprietary.
Negligible Minimal Long Enough Too Long
Base sizesTotal=640
Source: comScore TV Everywhere Survey, 2009
Amount of Advertising is:
90%
100%
60%
70%
80%
40%
50%
60%
20%
30%
0%
10%
1min 2 3 4 5 6 7 8 9 10 11 12 13 14 15
39© comScore, Inc. Proprietary.
Fair Minimal Long Too Long
Base sizes:Total=616
Source: comScore TV Everywhere Survey, 2010
Are we conditioning ourAre we conditioning our viewers to fewer ads?viewers to fewer ads?
40© comScore, Inc. Proprietary.
WHY VIDEO?What makes the video universe uniquely powerful?The social nature of online video
41© comScore, Inc. Proprietary. Icon Source: Dale Morrell, 19eighty7.com
And it works
How would you rate the commercials you see when watching i i l V h ONLIN V?original TV shows on ONLINE vs. TV? Completely Agree – Top 2 Box
Online Rating TV Rating
18.7%
29.8%
31.2%
Commercials are relevant to me
Commercials make me think favorably about the brand being advertised
Online Rating TV Rating
32.1%
21.8%
18.6%
30.1%
The commercials interfere with my show viewing
Commercials are memorable
Commercials are relevant to me
25.6%
19.5%
34.3%
32.0%
Commercials are annoying
I enjoy watching the commercials
42© comScore, Inc. Proprietary.
22.0%35.8%Commercials are interesting
Source: comScore TV Everywhere Survey | n = 1825
What are the reasons you visited an advertiser’s website while watching a show online?
A video commercial played during the show
A product that you noticed in the program
p y g
A text or image-based commercial di th id l
A video commercial played before the show
Other
surrounding the video player
0 10 20 30 40 50 60Percentage of respondents
43© comScore, Inc. Proprietary. Source: comScore TV Survey, 2010
Nearly 100% of online spenders are video viewers
Non-Video Non Video Viewers
4%
Video Viewers
96%
44© comScore, Inc. Proprietary. comScore Video Metrix and comScore E-Commerce Online Spend Data – June 2010
Not all video audiences are created equal when it comes to video advertising and retail spending at a category level
Buying Power Index
140160180
170145136
115
80100120140 115
0204060
Total Video Sites Video Ad Network Category
Earned Media & Social Video
Long Format TV0
45© comScore, Inc. Proprietary. comScore Video Metrix and comScore E-Commerce Online Spend Data – June 2010
Video is social, interactive, lean forward…
Note the clichéd clip-art graphics
46© comScore, Inc. Proprietary.
1 in 3 video viewers comment1 in 3 video viewers comment
47© comScore, Inc. Proprietary.
2 in 5 upload videos2 in 5 upload videos
48© comScore, Inc. Proprietary.
1 in 2 regularly share videos1 in 2 regularly share videos
49© comScore, Inc. Proprietary.
More than 1 in 2 view online video with othersMore than 1 in 2 view online video with others
50© comScore, Inc. Proprietary.
Among 18-34’s more than 2 in 3 view with othersAmong 18-34 s, more than 2 in 3 view with others
51© comScore, Inc. Proprietary.
THE STATE OF ONLINE VIDEOUbiquityThe rise of long-form
THE FUTURE OF MONETIZATION
The rise of long formVideo advertising
THE FUTURE OF MONETIZATION Are we monetizing to the degree we could be?Comparison to televisionViewer expectations are being molded as we speak
WHY VIDEO?Wh t k th id i i l f l?
Viewer expectations are being molded as we speak
What makes the video universe uniquely powerful?The social nature of online video
52© comScore, Inc. Proprietary. Icon Source: Dale Morrell, 19eighty7.com
Thank you!Thank you!Dan Piech | [email protected]