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. 31% 37% 22% 16% 22% 15% 19% 14% 13% 6% 6% 50% 43% 38% 32% 32% 30% 22% 21% 15% 7% 8% C om edy orhum orous videos N ew s videos Educationalvideos M ovies orTV show s M usic videos Politicalvideos Anim ation orcartoons Sports videos C om m ercials oradvertisem ents A dult O ther 2007 200 9 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
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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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1. Most Watched Content by CategoryPercentage of online adults who say they watch each type of video, by year
The Economics of Online Video 2011A look at the contenders for consumers’ attention and marketers’ ad dollars.
31%
37%
22%
16%
22%
15%
19%
14%
13%
6%
6%
50%
43%
38%
32%
32%
30%
22%
21%
15%
7%
8%
Comedy or humorous videos
News videos
Educational videos
Movies or TV shows
Music videos
Political videos
Animation or cartoons
Sports videos
Commercials or advertisements
Adult
Other
2007 2009
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
The Economics of Online Video 2011A look at the contenders for consumers’ attention and marketers’ ad dollars.
Note: Total U.S. home/work/university locations, Source: comScore
4. Online Video Consumption by Web PropertyGoogle 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
Property Total Unique Viewers (000) Viewing Sessions (000) Minutes Per Viewer
Google sites 144,757 1,924,214 274.3
Yahoo! Sites 53,050 191,367 30.0
VEVO 50,594 266,448 89.9
AOL, Inc. 48,550 252,561 31.2
Viacom Digital 45,880 148,321 51.6
Facebook.com 41,119 124,546 14.6
Microsoft Sites 36,589 132,747 50.4
Fox Interactive Media 28,902 90,959 19.3
Turner Digital 26,943 89,204 23.4
Hulu 26,493 131,127 217.1
Total Internet 172,109 5,156,086 873.1
The Economics of Online Video 2011A look at the contenders for consumers’ attention and marketers’ ad dollars.
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 PropertyAmericans 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
Property Video Ads (000)Frequency
(Ads per Viewer)% Reach Total U.S. Population
Hulu 1,227,929 47.1 8.6%
Tremor Media Video Network** 1,227,929 11.8 28.6
ADAP.TV** 681,543 11.9 19%
BrightRoll Video Network** 587,946 8.7 22.3%
Microsoft Sites 423,000 10.2 13.7%
CBS Interactive 271,461 8.9 10.1%
AOL, Inc. 231,884 6.7 11.5%
Undertone** 226,822 9.2 8.1%
Google Sites 223,842 4.8 15.3%
TubeMogul Video Ad Platform 174,062 4.1 14.2%
Total Internet 5,910,646 39.8 49.1%
The Economics of Online Video 2011A look at the contenders for consumers’ attention and marketers’ ad dollars.
Source: Brightcove, TubeMogul
6. Average Minutes per View by Day of WeekThe 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 2011A look at the contenders for consumers’ attention and marketers’ ad dollars.
Source: Sandvine; Mary Meeker, Morgan Stanley
7. Netflix Accounts for 21% of Internet Traffic at Peak TimesNorth American downstream fixed-access peak hour share by application, September 2010
STREAMING VIDEO OTHER WEB TRAFFIC
26%
23%
21%
10%
8%
6%
6%
Other Traffic
HTTP
Netflix
YouTube
BitTorrent
Flash Video
RTMP
Streaming video up to ~37% of internet traffic during traditional “TV hours”
The Economics of Online Video 2011A look at the contenders for consumers’ attention and marketers’ ad dollars.
8. Total Minutes Streamed by Media TypeIn the third quarter of 2010, newspaper sites for the first time passed broadcast sites in total minutes streamed.
Source: Brightcove, Tube Mogul
290,958,556
218,644,719
313,082,730
106,594,313
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
Broadcast Magazine Newspaper Online Media
The Economics of Online Video 2011A look at the contenders for consumers’ attention and marketers’ ad dollars.
Source: comScore
9. Online Video ViewingThe 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)
The Economics of Online Video 2011A look at the contenders for consumers’ attention and marketers’ ad dollars.
Source: comScore
13. Less Advertising Is Not a Driver of Online Video WatchingReasons to watch online
71%
57%
38%
25%
13%
7%
Missed episode on TV
Convenience
Less ads
Like to see past episodes
Prefer the online experience
Don't subscribe tocable/don't have a TV
The Economics of Online Video 2011A look at the contenders for consumers’ attention and marketers’ ad dollars.
Source: Tube Mogul
14. Repurposed TV Ads vs. Web-Original Content Rank the SameComparison of attrition rates -- percentage of people who viewed the video
42.4%
57.2%
29.6%
44.2%
36.5%
19.4%
30.1%
17.0%
32.2%
23.4%
Repurposed, :15
Repurposed, :30
Made-for-web, :30-:60
Made-for-web, :60-1:30
Made-for-web, >1:30
HALFWAY COMPLETED
The Economics of Online Video 2011A look at the contenders for consumers’ attention and marketers’ ad dollars.
Source: Frank N. Magid Associates
15. Consumer attitudes toward web original videosA majority of viewers agree that web original videos offer quality entertainment experience, on their terms