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Streaming: Just How Big Is It?

Streaming: Just How Big Is It?. What You’ll Hear From Me Today. comScore’s Research Approach and Methodology The Advertising Opportunity (“Imperative”) Size of the Internet Streaming Marketplace Radio – Audio Video Consumer Profiles Example of Streaming Engagement Summary and Next Steps.

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Streaming: Just How Big Is It?

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  1. Streaming: Just How Big Is It?

  2. What You’ll Hear From Me Today • comScore’s Research Approach and Methodology • The Advertising Opportunity (“Imperative”) • Size of the Internet Streaming Marketplace • Radio – Audio • Video • Consumer Profiles • Example of Streaming Engagement • Summary and Next Steps comScore Networks Confidential

  3. Marketing News Honomichl Top 50 Recognized for Outstanding Growth and Innovation America’s Fastest Growing Private Companies comScore ranked 97th among the nation’s fastest growing privately held firms. November 2004 Fifth Fastest Growing Research Firm Currently ranked the 30th largest U.S. research firm – up ten spots from previous year. June 2004 Top 100 Innovative Companies Named one of the 100 companies that will shape the next year in technology. December 2004 Rising Star Named one of only three “Rising Stars” among Virginia-based technology companies. October 2004 High Tech Award Recognized as a technology leader for successfully developing innovative products. November 2004 World’s Largest Database Grand prize winner for developing the largest NT decision support warehouse. December 2003 comScore Networks Confidential

  4. comScore Panelists comScore Servers World Wide Web comScore technology Passive tracking of actual consumer streaming activity • 2.0 million member panel of online consumers who have agreed to be continuously and passively observed • Proprietary technology collects all streaming activity • All data associated with streaming, including: User/browser demographics All streaming by ports Complete URL/clickstream data, including referring URL Streaming player type Streaming data type (audio/video) Streaming protocol used Duration metrics File sizes transmitted comScore Networks Confidential

  5. Dial-up is a Dying Breed Source: comScore Marketing Solutions; U.S. Market comScore Networks Confidential

  6. Implications of the Death of Dial-up • People consume more of everything • Broadband users spend an average of 84.1 minutes per day online – Their narrowband counterparts spend 64.2 minutes • Almost 25% more time spent by broadband-connected people • Broadband users consume 222 billion pages per month – Narrowband users consume 67 billion • Over three times as many pages consumed by broadband users • Broadband users do six times as many searches as narrowband users • Consumer touch-points increase • What we previously only did at Work, we can now do anywhere • Marketers can get more creative • E.g. VW films comScore Networks Confidential

  7. Creative Applications Abound … comScore Networks Confidential

  8. Internet users watch 5 hours less TV per week Bill Gates believes that the CD is the last physical form of music and the DVD the last for movies Apple’s iPods sold at an annualized rate of 26 million of in the last quarter Itunes announced one million video downloads in 20 days IPTV market to grow at a compound annual growth rate of 78%, from 3.7 million subscribers this year, to 36.9 million in 2009 75% of national advertisers plan to cut spending on TV commercials by at least 20 percent in the next five years due to widespread ad-skipping devices Last month the Arctic Monkeys single reached #1 in the UK – a band without a label, without a CD, without distribution comScore Networks Confidential

  9. In just over 10 years, global online advertising has grown from zero to $19 Billion It will more than quadruple in the next 10 …. comScore Networks Confidential

  10. 50% of advertisers believe TV advertising will lose effectiveness according to Forrester Research comScore Networks Confidential

  11. “The future of advertising is the Internet” - Bill Gates 11/05

  12. How Prevalent is Streamed Content? • Percent of Internet users who access streamed content in an average month: A. 28% B. 33% C. 40% D. 58% E. 66% It could easily be two-thirds by the end of the year. Source: comScore Marketing Solutions; August 2005 comScore Networks Confidential

  13. OVER 100 MILLION PEOPLE STREAMED THIS MONTH

  14. OVER 100 MILLION PEOPLE STREAMED THIS MONTH !!! Source: comScore Marketing Solutions; August 2005; U.S. Market

  15. That’s equal to the entire population of Mexico • That’s greater than the entire populations of 216 countries … Source: U.S. Census Bureau, International Data Base. Data updated 4-26-2005 comScore Networks Confidential

  16. That’s equal to the entire population of Mexico • That’s greater than the entire populations of 216 countries … Source: U.S. Census Bureau, International Data Base. Data updated 4-26-2005 comScore Networks Confidential

  17. Streaming Shows Seasonal Variability As With Most Internet Activity Source: comScore Marketing Solutions comScore Networks Confidential

  18. What About Internet Radio? • Number of Internet users who listened to one of the leading online radio stations in a typical week in 2005: A. Under 2 Million B. 2 to 3 Million • 3 to 5 Million • Lots and Lots • 6.1367 Million Source: comScore Arbitron Online Radio Ratings; Cume Listeners per Average Week (millions) comScore Networks Confidential

  19. Portals, Leaders In Terrestrial Radio, And Creative New Applications Have All Gathered Strong Audiences Source: comScore Arbitron Online Radio Ratings; Cume Listeners comScore Networks Confidential

  20. On Average, Radio Listeners Tune-In For 9.8 Hours Per Week Source: comScore Arbitron Online Radio Ratings; TSL comScore Networks Confidential

  21. The Internet Radio Listener is Valuable • People who listen to Internet Radio tend to also spend more money online: • Radio listeners are 60% more likely to be online buyers. • Radio listeners spend an average of $216 on other eCommerce products online every month! Source: comScore Marketing Solutions; August 2005 comScore Networks Confidential

  22. The Internet Radio Listener is Valuable • Predictably, Internet radio listeners are twice as likely as the average Internet users to buy Consumer Electronics, Music, Movies, Videos, Event Tickets. • But, they are also more likely to be buyers of some less obvious categories such as Apparel, Travel, Books and even Consumer Packaged Goods. Source: comScore Marketing Solutions; August 2005 comScore Networks Confidential

  23. Video Content Networks are Exploding • Broadband Enterprises number of Video Viewers … and six-month growth rate: A. 117% March 2005 August 2005 Source: comScore Online Video Ratings comScore Networks Confidential

  24. Where are Consumers Getting Their Content? Millions Of Consumers Who Streamed From This Type Of Site* • Portals, given their leadership position on the Web, also lead the pack in terms of the place where consumers turn to get their video content. • Almost 50 million Internet users streamed from an Entertainment site; and Adult, Music, and Retail categories each reached around 15 million. *Site Categories will overlap (e.g Yahoo! News is both Portal and News), so some locations will be double-counted.Source: comScore Marketing Solutions; August 2005 comScore Networks Confidential

  25. …And How Much Do They Consume? Number of Streams per Month, per User by Site Category* • Entertainment, Gaming and Music show a high number of streams consumed – 20 to 30 per month for the average viewer. *Site Categories will overlap (e.g Yahoo! News is both Portal and News), so some locations will be double-counted.Source: comScore Marketing Solutions; August 2005 comScore Networks Confidential

  26. So What Do These Consumers Look Like … Demographically?

  27. 62% Male 38% Female comScore Networks Confidential Source: comScore Marketing Solutions; August 2005

  28. From All Internet Locations • 8 in 10 people who use the Internet from work consume some type of streamed content, and over half of all University Internet users do so. • Even 1 in 3 Internet users from home see a stream, making that audience almost 50 million consumers! Source: comScore Marketing Solutions; August 2005 comScore Networks Confidential

  29. comScore Networks Confidential

  30. Streaming Activity is Strong Among The Valuable 35 to 49 Year-Old Group Source: comScore Marketing Solutions; August 2005 comScore Networks Confidential

  31. One in Five Streamers are Males Age 35 to 49 Years Old Source: comScore Marketing Solutions; August 2005 comScore Networks Confidential

  32. The Same Age Bracket Shows Dominance for the Female Audience Source: comScore Marketing Solutions; August 2005 comScore Networks Confidential

  33. When Are They Doing It? Source: comScore Marketing Solutions; August 2005 *Percent of the daypart’s audience that is reached by streaming in that daypart comScore Networks Confidential

  34. Let’s Discuss Some Examples of Streamed Executions comScore Networks Confidential

  35. Over 15% Of The Total Viewing Audience For “Fat Actress” Tuned-in To Watch It Online! comScore Networks Confidential

  36. Yahoo! Apprentice with Intel • Apprentice content on Yahoo! IM Insider • In-depth Apprentice content on Yahoo! TV • Promotion on TV programming to visit the site, mention of streaming clips • Intel streamed ad at the initiation of the Yahoo! Apprentice streamed clips and sponsorship on the Yahoo! TV channel comScore Networks Confidential

  37. Apprentice Season II Premier Apprentice Season II Yahoo! TV Channel Visitors Surged With The Premier of “The Apprentice” Source: comScore Media Metrix comScore Networks Confidential

  38. “The Apprentice” Streamers on Yahoo! Were More Engaged with Yahoo! Overall • Apprentice Visitors and Streamers were more engaged with and loyal to Yahoo! Search than the average Yahoo! User Source: comScore qSearch comScore Networks Confidential

  39. Those That Watched the Streams Were More Engaged with Yahoo! Over Time • All Yahoo! Apprentice Visitors increased their visit frequency of the Yahoo! Property during the month of their first visit and the two months following. • Yahoo! Apprentice Streamers visited slightly more often in the following months than those who did not stream. Source: comScore Marketing Solutions September – December, 2004; Data is time-aligned based on the user’s first observed visit to Y! Apprentice during the period. comScore Networks Confidential

  40. They Consumed More of the Yahoo! Site • Apprentice Streamers consumed more Yahoo! channels in the months of and after streaming than they did the month prior. Source: comScore Marketing Solutions September – December, 2004; Data is time-aligned based on the user’s first observed visit to Y! Apprentice during the period. comScore Networks Confidential

  41. … And They Kept Coming Back for More • Yahoo! Apprentice Streamers were 50 to 100% more likely than Non-Streamers to return to Yahoo! Apprentice following their initial visit. Source: comScore Marketing Solutions September – December, 2004; Data is time-aligned based on the user’s first observed visit to Y! Apprentice during the period. comScore Networks Confidential

  42. Yahoo! Reached a Very Valuable Audience for Their Intel Client Y! Apprentice Streamers • 28% make over $100k HH income • 53% Female / 47% Male • 54% 1 - 2 Person Households • Twice as likely at Average Internet User to have at least some college education • Spend $225 per person online (vs. $160 for Average User) • Spend 3X more on Computer Hardware/Software and Electronics (vs. Avg. User) Source: comScore Streaming Report comScore Networks Confidential

  43. Let’s Recap … • Streaming is a mainstream activity • It reaches a valuable advertising audience • Radio and Video are both strong • Preliminary evidence that the streaming audience is a more loyal and voracious user of a site comScore Networks Confidential

  44. “State of the Streaming Market” available on www.streamingmedia.com • How many consumers are streaming online, and how is this changing over time? • How much streaming content are they consuming, and how is this changing? • How many streams and how many minutes of content are being consumed per month, and is this growing? • How much content is being delivered via streaming versus download technologies? How many consumers are consuming content delivered via each distinct method? • What is the demographic composition of those viewing video content on the Web? comScore Networks Confidential

  45. “State of the Streaming Market” available on www.streamingmedia.com • From what location (home, work, and university) are consumers viewing and listening to streamed content? • During what times of the day are people viewing streamed content? • What protocols are most prevalent for delivering streamed content? • What players are most prevalent for consuming streamed content? • Do consumers typically consume content through embedded or standalone media players? comScore Networks Confidential

  46. Thank You!! Questions? ehunter@comscore.com (415) 828 2600 comScore Networks Confidential

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