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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.

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Presentation on theme: "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."— Presentation transcript:

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 at the contenders for consumers attention and marketers ad dollars 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

2 Source: Barclays Capital, eMarketer, Forrester Research, Piper Jaffray 2. Video ad spending estimates eMarketer is the most bullish on growth of online video ad market over next five years. The Economics of Online Video 2011 A look at the contenders for consumers attention and marketers ad dollars. BARCLAYS CAPITALFORRESTER RESEARCHPIPER JAFFRAYeMARKETER $5.71 billion

3 Source: Visible Measures 3. Top 10 Webisodes (1-5) For the month of October, 2010 The Economics of Online Video 2011 A look at the contenders for consumers attention and marketers ad dollars. 1 The Annoying Orange 2 Auto-Tune the News 3 Key of Awesome 4 Fred 5 Happy Tree Friends Last months rank: 1Last months rank: 2Last months rank: 3Last months rank: 4Last months rank: 6 Comedy News Parody/ Barely Political Comedy/MusicComedyAnimation GagFilmsNext New Networks MondoMedia True Reach: 53,974,273 True Reach: 43,392,347 True Reach: 36,037,364 True Reach: 35,887,980 True Reach: 19,477,635

4 Source: Visible Measures 3. Top 10 Webisodes (6-10) For the month of October, Smosh 7 Totally Sketch 8 The Station 9 Red vs Blue 10 Potter Puppet Pals Last months rank: 5NewLast months rank: 7Las months rank: 8Last months rank: 10 Comedy/Sketch ComedyAnimation/ComedySketch Deca TVTotally SketchThe StationRooster Teeth True Reach: 18,726,276 True Reach: 9,479,012 True Reach: 8,541,008 True Reach: 7,195,807 True Reach: 6,531,149 The Economics of Online Video 2011 A look at the contenders for consumers attention and marketers ad dollars.

5 Note: Total U.S. home/work/university locations, Source: comScore 4. Online Video Consumption by Web Property Google 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 PropertyTotal Unique Viewers (000)Viewing Sessions (000)Minutes Per Viewer Google sites144,7571,924, Yahoo! Sites53,050191, VEVO50,594266, AOL, Inc.48,550252, Viacom Digital45,880148, Facebook.com41,119124, Microsoft Sites36,589132, Fox Interactive Media28,90290, Turner Digital26,94389, Hulu26,493131, Total Internet172,1095,156, The Economics of Online Video 2011 A look at the contenders for consumers attention and marketers ad dollars.

6 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 Property Americans 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 PropertyVideo Ads (000) Frequency (Ads per Viewer) % Reach Total U.S. Population Hulu1,227, % Tremor Media Video Network**1,227, ADAP.TV**681, % BrightRoll Video Network**587, % Microsoft Sites423, % CBS Interactive271, % AOL, Inc.231, % Undertone**226, % Google Sites223, % TubeMogul Video Ad Platform174, % Total Internet5,910, % The Economics of Online Video 2011 A look at the contenders for consumers attention and marketers ad dollars.

7 Source: Brightcove, TubeMogul 6. Average Minutes per View by Day of Week The amount of time spent with online video increases on weekends across all media categories. Friday, Saturday had highest average minutes viewed across all media categories The Economics of Online Video 2011 A look at the contenders for consumers attention and marketers ad dollars.

8 Source: Sandvine; Mary Meeker, Morgan Stanley 7. Netflix Accounts for 21% of Internet Traffic at Peak Times North American downstream fixed-access peak hour share by application, September 2010 STREAMING VIDEOOTHER WEB TRAFFIC Streaming video up to ~37% of internet traffic during traditional TV hours The Economics of Online Video 2011 A look at the contenders for consumers attention and marketers ad dollars.

9 8. Total Minutes Streamed by Media Type In the third quarter of 2010, newspaper sites for the first time passed broadcast sites in total minutes streamed. Source: Brightcove, Tube Mogul The Economics of Online Video 2011 A look at the contenders for consumers attention and marketers ad dollars.

10 Source: comScore 9. Online Video Viewing The 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) 35,340,250 The number of videos watched by consumers grew steadily in second half of The Economics of Online Video 2011 A look at the contenders for consumers attention and marketers ad dollars.

11 Source: comScore 10. Viewing by Daypart Minutes spent by total internet audience watching online video by daypart Nov-2009June-2010Nov-20101yr % change Early Morning6,33713,38011, % Daytime27,67144,29338, % Early Fringe15,43418,77419, % Prime14,46021,11719, % Late Fringe9,44112,06911, % Late Night12,73115,28214, % Weekend Morning6,5728,8799, % Weekend Afternoon11,93812,50614, % Weekend Prime9,2809,01511, % Weekend Late Fringe4,4574,4384, % Weekend Late Night7,0206,4807,3735.0% All Day - Weekday86,074122,262112, % All Day - Weekend39,26640,52345, % Total125,340156,433154, % The Economics of Online Video 2011 A look at the contenders for consumers attention and marketers ad dollars.

12 Source: comScore 11. Overlap in TV and Online Viewing TV-only viewers compared with cross platform viewers TV ONLYCROSS PLATFORM The Economics of Online Video 2011 A look at the contenders for consumers attention and marketers ad dollars.

13 Source: Frank N. Magid Associates 12. Concurrent Activities While Watching TV or Online Video What TV viewers usually do when watching television Surf the Internet Use a computer for , 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 Im watching and nothing else YOUTUBE VIEWERS, 655NEXTNEWNETWORKS, 1,516NATIONAL SAMPLE, 980 The Economics of Online Video 2011 A look at the contenders for consumers attention and marketers ad dollars.

14 Source: Frank N. Magid Associates 12. Concurrent Activities While Watching TV or Online Video What TV viewers usually do when ads air on TV YOUTUBE VIEWERS, 655NEXTNEWNETWORKS, 1,516NATIONAL SAMPLE, 980 The Economics of Online Video 2011 A look at the contenders for consumers attention and marketers ad dollars.

15 Source: comScore 13. Less Advertising Is Not a Driver of Online Video Watching Reasons to watch online The Economics of Online Video 2011 A look at the contenders for consumers attention and marketers ad dollars.

16 Source: Tube Mogul 14. Repurposed TV Ads vs. Web-Original Content Rank the Same Comparison of attrition rates -- percentage of people who viewed the video HALFWAYCOMPLETED The Economics of Online Video 2011 A look at the contenders for consumers attention and marketers ad dollars.

17 Source: Frank N. Magid Associates 15. Consumer attitudes toward web original videos A majority of viewers agree that web original videos offer quality entertainment experience, on their terms YOUTUBE VIEWERS, 722NEXTNEWNETWORKS, 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 2011 A look at the contenders for consumers attention and marketers ad dollars.


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