1. © GfK 2013 | IAB Original Online Video Report | April 20131 5 FACTS ABOUT ORIGINAL PROFESSIONALLY PRODUCED ONLINE VIDEO Digital Content NewFronts May 2013 © 2013 GfK GfK Media & Entertainment GfK Consumer Experiences North America Highlights from: 45 Million Reasons and Counting to Check out the NewFronts www.iab.net/NewFrontsResearch Funded by the 2013 Digital Content NewFronts Founding Partners and Presenters

2. © GfK 2013 | IAB Original Online Video Report | April 20132 Who? 2,425 persons were screened from a general population age 18+ sample for being monthly+ viewers of online video and ever users of either TV Online, UGC or OPOV. Full surveys were completed with 1,005 monthly+ viewers including: TV Online - 705 ever users; 495 monthly+ users Amateur (UGC) – 913 ever users; 724 monthly+ users Original Professionally Produced Online Video (OPOV) – 727 ever users; 441 monthly+ users Analysis performed on monthly+ users of each video type. When? March 19- March 25 th, 2013 How? Via a 23-minute online survey using GfK KnowledgePanel What? Study Overview TV Everywhere Awareness Demos & HH Characteristics Current Device Ownership TV Everywhere Usage Authentication Usage: TV Online Demos & HH Technology Wanted- ness and Ad Receptivity Online Video Use Usage: UGC Usage: OPOV

3. © GfK 2013 | IAB Original Online Video Report | April 20133 Ever (Net) At Least Monthly (Net) At Least Weekly (Net) Daily Dont know/ not sure Never 19% of the US population views OPOV monthly (19% * 238.5M US adults) S4a.About how often do you watch TV shows online, using any device (computer, smartphone, tablet, Internet-connected TV)? S4b.About how often do you watch amateur video online, using any device (computer, smartphone, tablet, Internet-connected TV)? S4c.About how often would you say you watch original professional online video, using any device (computer, smartphone, tablet, Internet-connected TV)? S5.Have you ever watched any of the following original professional online video shows or visited their sites below? Base:Total Respondents 18+ (N=2,425) *MMM = MultiMedia Mentor Yesterday User benchmarks for TV Programs Online, Non-professional Video Clips and Professional Video Clips among adults age 18-64 1: Monthly, 45 Million American Adults View Original Professionally Produced Online Video TV Online UGC OPOV Usage of Streaming Video Types – Adults 18+ – 31 % if include viewing OPOV content by title

4. © GfK 2013 | IAB Original Online Video Report | April 20134 2: Most Online Video is Streamed At Home on a Laptop Laptop Internet Connected TV Desktop Smartphone Tablet iPod Touch TV OnlineUGCOPOV Devices Used Monthly+ to View Video Type – Monthly+ Users of Video Type – Q12/22/32.How often do you use each device to watch [TV shows online / UGC video online /original professional online video]? Base:Viewer of … TV shows online (n=495), UGC(n=724), OPOV (n=441) Watch At Home Only Where: How:

5. © GfK 2013 | IAB Original Online Video Report | April 20135 TV Online – Top Ways Friends/relatives/ word of mouth 49% Social media sites (Facebook, Twitter, etc) 26 Search results24 Ads or promotions on TV23 Listings on websites/apps offering TV shows 20 UGC – Top Ways Friends/relatives/ word of mouth 57% Social media sites (Facebook, Twitter, etc) 39 I find out about new videos by clicking on links that I stumble upon 34 Search results 31 The news/I read about it 18 OPOV – Top Ways Friends/relatives/ word of mouth 46% Social media sites (Facebook, Twitter, etc) 24 Search results24 I find out about new videos by clicking on links that I stumble upon 22 The news/I read about it22 Top Ways of Discovering Video to Stream – Monthly+ Users – Q13a, 23a, 33a.In which ways do you learn about {online video type] available to watch online?. Ads (Net) 30%Ads (Net) 11% Ads (Net) 22% Easy/Very Easy to Find Content: Q13/23/33.Overall, how difficult is it to find [video type] that you would be interested in watching? Q. 55 How much do you agree with the following statements (about social media while watching [onine video type]) Base:Viewer of … TV shows online (n=495), UGC (n=724), OPOV (n=441) 3: Content Discovery: Social Media, Search, Stumbling Upon Follow Word of Mouth as Top Sources

6. © GfK 2013 | IAB Original Online Video Report | April 20136 Wantedness Definition Wantedness is an involvement concept that GfK developed as an off-shoot of its brand resonance method. The main distinction between the two is Wantedness is more behavioral focused (what would you do if … is taken away, etc) Ten statements about TV or online video were grouped into four broader components (determined by a factor analysis data reduction method when the method was developed) and an average score across statements is calculated. The mean scores for each component are averaged into an overall Wantedness score The Wantedness measure has been used by a number of TV networks in the past to assess their relative strengths against competitors – leading to reinforcement of positive aspects in the marketplace, or driving internal remedies to address areas of potential weakness Wantedness Value Effort Persistence Necessity

7. © GfK 2013 | IAB Original Online Video Report | April 20137 Ad Receptivity Score – Monthly+ Users – Q42.How much do you agree or disagree that the statement…[insert randomized statement] …describes [this type of TV or online video content /each of these types of TV or online video content]? Base:Viewer of …TV shows online (n=495), UGC(n=724), OPOV (n=441); Primetime (n=242), Daytime (n=157), Sports (n=204), News (n=238) Online Programs on Regular TV Overall Wantedness Score – Monthly+ Users – 4: OPOV Ad Receptivity on Par with Primetime TV; Wantedness Matches TV News and Daytime TV

8. © GfK 2013 | IAB Original Online Video Report | April 20138 Access (Net)* 56% * Net also includes To watch video I cant access with my pay TV subscription (16%). Q14/24/34.And for what reasons do you usually watch [video type]? Select all that apply. Base:Viewer of … TV shows online (n=495), UGC (n=724), OPOV (n=441) 5: OPOV Streamers are Drawn to Flexible Schedule, Unique and Relevant Content TV Online – Top Reasons To catch up on an episode I missed on TV 50% I prefer to watch TV shows online on my own schedule 44 I like watching older shows/ episodes that are not available on TV 32 Watching TV shows online is no different from watching regular TV to me 24 I don't have pay TV service23 UGC – Top Reasons To get a laugh/for the humor67% I click on a link I stumble upon and get drawn in 33 I prefer to watch video content online on my own schedule 23 I like watching video content that is not available on TV 22 To fill time while waiting for appt or other activity to start 15 OPOV – Top Reasons I prefer to watch original professional online video on my own schedule 27% To watch video content about my hobbies or interests 23 Watch content not available on TV or in UGC videos 22 I like watching video content that is not available on TV 21 I click on a link I stumble upon and get drawn in 20 Reason for Watching – Usage of Streaming Video Types – Monthly+ Users – Females 58%

9. © GfK 2013 | IAB Original Online Video Report | April 20139 CONTACTS David Tice SVP, Media & Entertainment 908.497.8075 david.tice@gfk.com Sherrill Mane SVP, Research, Analytics & Measurement sherrill@iab.net Mike Picco Research Manager, Media & Entertainment 818.449.0159 michael.picco@gfk.com Kristina Sruoginis Research Director kristina@iab.net Download the full report: www.iab.net/NewFrontsResearch