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2009. 2007. The Economics of Online Video 2011 A look at the contenders for consumers’ attention and marketers’ ad dollars. 1. Most Watched Content by Category. Percentage of online adults who say they watch each type of video, by year.

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1. Most Watched Content by Category

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1 most watched content by category

2009

2007

The Economics of Online Video 2011

A look at the contenders for consumers’ attention and marketers’ ad dollars.

1. Most Watched Content by Category

Percentage of online adults who say they watch each type of video, by year

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


1 most watched content by category

PIPER JAFFRAY

BARCLAYS CAPITAL

eMARKETER

FORRESTER RESEARCH

The Economics of Online Video 2011

A look at the contenders for consumers’ attention and marketers’ ad dollars.

2. Video ad spending estimates 2010-2014

eMarketer is the most bullish on growth of online video ad market over next five years.

$5.71 billion

Source: Barclays Capital, eMarketer, Forrester Research, Piper Jaffray


1 most watched content by category

The Economics of Online Video 2011

A look at the contenders for consumers’ attention and marketers’ ad dollars.

3. Top 10 Webisodes (1-5)

For the month of October, 2010

Source: Visible Measures


1 most watched content by category

The Economics of Online Video 2011

A look at the contenders for consumers’ attention and marketers’ ad dollars.

3. Top 10 Webisodes (6-10)

For the month of October, 2010

Source: Visible Measures


1 most watched content by category

The Economics of Online Video 2011

A look at the contenders for consumers’ attention and marketers’ ad dollars.

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.

Note: Total U.S. home/work/university locations, Source: comScore


1 most watched content by category

The Economics of Online Video 2011

A look at the contenders for consumers’ attention and marketers’ ad dollars.

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.

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


1 most watched content by category

The Economics of Online Video 2011

A look at the contenders for consumers’ attention and marketers’ ad dollars.

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

Source: Brightcove, TubeMogul


1 most watched content by category

STREAMING VIDEO

OTHER WEB TRAFFIC

The Economics of Online Video 2011

A look at the contenders for consumers’ attention and marketers’ ad dollars.

7. Netflix Accounts for 21% of Internet Traffic at Peak Times

North American downstream fixed-access peak hour share by application, September 2010

Streaming video up to ~37% of internet traffic during traditional “TV hours”

Source: Sandvine; Mary Meeker, Morgan Stanley


1 most watched content by category

The Economics of Online Video 2011

A look at the contenders for consumers’ attention and marketers’ ad dollars.

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


1 most watched content by category

The Economics of Online Video 2011

A look at the contenders for consumers’ attention and marketers’ ad dollars.

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 2010.

Source: comScore


1 most watched content by category

The Economics of Online Video 2011

A look at the contenders for consumers’ attention and marketers’ ad dollars.

10. Viewing by Daypart

Minutes spent by total internet audience watching online video by daypart

Source: comScore


1 most watched content by category

TV ONLY

CROSS PLATFORM

The Economics of Online Video 2011

A look at the contenders for consumers’ attention and marketers’ ad dollars.

11. Overlap in TV and Online Viewing

TV-only viewers compared with cross platform viewers

Source: comScore


1 most watched content by category

NATIONAL SAMPLE, 980

YOUTUBE VIEWERS, 655

NEXTNEWNETWORKS, 1,516

Surf the Internet

Use a computer for email, 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 I’m watching and nothing else

The Economics of Online Video 2011

A look at the contenders for consumers’ attention and marketers’ ad dollars.

12. Concurrent Activities While Watching TV or Online Video

What TV viewers usually do when watching television

Source: Frank N. Magid Associates


1 most watched content by category

NATIONAL SAMPLE, 980

YOUTUBE VIEWERS, 655

NEXTNEWNETWORKS, 1,516

The Economics of Online Video 2011

A look at the contenders for consumers’ attention and marketers’ ad dollars.

12. Concurrent Activities While Watching TV or Online Video

What TV viewers usually do when ads air on TV

Source: Frank N. Magid Associates


1 most watched content by category

The Economics of Online Video 2011

A look at the contenders for consumers’ attention and marketers’ ad dollars.

13. Less Advertising Is Not a Driver of Online Video Watching

Reasons to watch online

Source: comScore


1 most watched content by category

HALFWAY

COMPLETED

The Economics of Online Video 2011

A look at the contenders for consumers’ attention and marketers’ ad dollars.

14. Repurposed TV Ads vs. Web-Original Content Rank the Same

Comparison of attrition rates -- percentage of people who viewed the video

Source: Tube Mogul


1 most watched content by category

NATIONAL WOV VIEWERS, 555

YOUTUBE VIEWERS, 722

NEXTNEWNETWORKS, 1,596

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.

15. Consumer attitudes toward web original videos

A majority of viewers agree that web original videos offer quality entertainment experience, on their terms

Source: Frank N. Magid Associates


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