Online video - VN market analysis

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Online video - VN market analysis

  1. 1. Online Video –Market AnalysisFor local use only
  2. 2. Content Tab Known model Some Internet market statistics Video content Genre Popularity T.O.P. of the Top Competitors References & Credits
  3. 3. Known Model Hulu  On-demand streaming video. Professional – generated. Over-the-top subscription.  Similar Model: VEVO Youtube  Video sharing. User-generated.  Similar model: Vimeo, Youku, TudouBoth: Ad-supported.
  4. 4. US Market Share Views in 1 Month (July 2011) Youtube Hulu VEVO 3009051 502683 160974 158073 24368 62053 Viewing Sessions (000) Unique Viewers (000)
  5. 5. Some Statistics 86% US internet audience viewed online video 34.58% VN used Internet  40% accessed Internet via mobile devices (Apr 2011)
  6. 6. Mobile is the new lifestyle Vietnam Phone Market: 2010 to 2009: +150% 2011 to 2010: +178.7% Total: 161.5 million mobile accounts by the end of 2011
  7. 7. Smartphone & 3G3G Services are introduced in Vietnam in Nov, 2009 18% mobile devices are 3G-enabled (Q2-2011)
  8. 8. Video statistics Average Video Duration: 5.3 minutes Average Video Ad Duration: 30 seconds
  9. 9. Video Content TV Series:  Korean dramas  Chinese dramas  Hongkong: TVB, TVA…  Taiwan  Mainland  V-dramas  US series Movies  Hollywood  Chinese  Korean
  10. 10. More Video Content Music Video Show  Reality TV show  Comedy/Music live show Children  Teaching  Music video  Cartoon Other  Documentary  Cooking
  11. 11. Genre Popularity (Top) Genre PopularityVN Movies & Series Korean Series Chinese Movies VN Comedy Average Chinese Series Korean Movies Japanese Series
  12. 12. Why 3?VN movies & series Native & easy to follow•No subtitles  No need to read. Viewers can “hear” while doing other things.•No dubbing  No post-processing. Update instantly.•Familiar with Vietnamese life. Korean series The power of Hallyu wave• Hot and trendy among teen viewers.• Highly attractive to Vietnamese housewives.•Familiar with East Asia culture. Chinese movies The (Martial) Art of War• A fan generation of wuxia novels (Jin Yong) and martial art movies (Jackie Chan, Jet Li and Donnie Yen).• Highly attractive to Vietnamese househusbands.•Familiar with East Asia culture.
  13. 13. Top VN Movies & Series TitlesNo. Titles Casts Ngọc Hiệp, Chi Bảo, Lan Phương, Bình Minh, Phi Thanh Vân…1 Cô gái xấu xí Tăng Thanh Hà, Lương Mạnh Hải, Hiếu Hiền, Thanh Thủy…2 Bỗng dưng muốn khóc Hai Nhất, Minh Hoàng, Lan Phương…3 Vụ án Năm Cam Lương Mạnh Hải, Minh Hằng, Thủy Tiên, Lam Trường…4 Ngôi nhà hạnh phúc Midu, Tuấn Tú, Phi Thanh Vân, Xuân Lan, Ngọc Quyên…5 Tóc rối Kim Tuyến, Vĩnh Thụy, Đức Tiến, Hiếu Hiền, Hoàng Anh…6 Chuyện tình đảo ngọc Khương Thịnh, Vân Trang, Tú Vi, Mai Huỳnh, Kim Xuân…7 Một thời ta đuổi bóng Hòa Hiệp, Lê Bê La, Ngọc Lan, Tú Vi, Hùng Thuận…8 Cổng mặt trời Quỳnh Anh, Hoàng Anh, Ngọc Ngoan, Lê Khánh, Khương Ngọc…9 Cuộc chiến hoa hồng Mỹ Tâm, Tuấn Hưng, Quang Dũng, Minh Tú, Tiến Đạt…10 Cho một tình yêu
  14. 14. Top Korean Series TitlesNo. Titles Casts Kim So Eun, Ku Hye Sun, Lee Min Ho, Kim Hyun Joong…1 Boys Over Flower Choi Soo Jong, Lee Tae Ran, Lee Deok Hwa, Kim Roi Ha…2 Comrades Nam Gyu Ri, Lee Yo Won, Jo Hyeon Jae, Bae Su Bin…3 49 Days Song Seung Hun, Kim Tae Hee, Park Ye Jin, Ryu Soo Young…4 My Princess Lee Min Ho, Park Min Young, Lee Joon Hyuk…5 City Hunter Suzy, IU, Kim Soo Hyun, Taecyeon, Ham Eun Jung, Wooyoung6 Dream High Rain, Lee Na Young, Daniel Henney, Lee Jeong Jin, Yoon Jin Seo7 The Fugitive Plan B Ha Ji Won, Hyun Bin8 Secret Garden Yoon Shi Yoon, Eugene, Joo Won, Lee Young Ah9 Baker King Lee Byung Hun, Kim Tae Hee, T.O.P., Kim So Yeon…10 Iris
  15. 15. Top Chinese Movies TitlesNo. Titles Casts1 Shaolin 2011 Andy Lau, Nicholas Tse, Wu Jing, Xing Yu, Fan Bingbing2 Fists of Fury Bruce Lee, Maria Yi3 Iron Monkey 2 Donnie Yen, Billy Chow, Ma Wu, Steve Benson4 Hoang Phi Hong Jet Li, Yuen Bao, Jackie Cheung5 Stephen Chow Collection Stephen Chow (Chau Tinh Tri)6 True Legend Vincent Zhao, Zhou Xun, Jay Chou, Michelle Yeoh7 A Chinese Ghost Story Louis Koo, Liu Yifei, Yu Shaoqun, Kara Hui, Louis Fan8 Ip Man 2 Donnie Yen, Sammo Hung, Simon Yam, Fan Siu Wong9 Casino Tycoon Andy Lau, Chingmy Yau, Paul Chun10 The Lost Bladesman Donnie Yen, Jiang Wen, Alex Fong, Betty Sun
  16. 16. Genre Popularity (Bottom) Genre Popularity Korean Movies Japanese SeriesVN Music Liveshow Cartoon Average Discovery Children music Cooking
  17. 17. Why 3? Discovery Only smart nerds watch Discovery Channel•Long, unattractive and unentertaining to many people.•Lack of topics & titles.Children music Target viewers do NOT surf•Target viewers are 2-7 years olds, who need their parents’ help to surf web.•The older prefers to watch films•Lack of titles. Cooking Back to the kitchen & make me a sandwich!•Basic cooking skills are mostly inherited.•Modern women prefer cooking class with direct tips & tricks from classmates & mentors.•Lack of cuisine & titles.
  18. 18. Competitor Video Sites International sites (slide 3) Vietnamese sites Site VN rank Worldwide rank v1vn.com 113 10878 60s.com.vn 221 26074 kenh88.com 358 17186 phimnhanh.net 364 50539 Thegioiphim.com 386 13687 123phim.net 835 79719 hayghe.clip.vn* 63 9207 video.zing.vn* 4 446
  19. 19. Illegal video sites Model Split & upload to EXTERNAL • 4Shared, VideoBB, DailyMotion, Youtube video hosting service Indexing • Embed video in their own site • Good Optimization SEM & SEO
  20. 20. References & Credits Blog.nielsen.com Blog.ngochieu.com Cimigo’s Vietnamese NetCitizens 2011 Report Alexa.com

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