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When supply met_demand

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    When supply met_demand When supply met_demand Presentation Transcript

    • When Supply Met DemandThe Changing Shape of Online Video in EuropeMarc Gosschalk, November 2011Senior Analyst, Video Metrix 2.0 Product Management
    • Agenda The Story So Far The Demand for Online Video When Supply Meets Demand – The Consumption of Online Video in Europe – A Quality Viewing Experience – A Wide Range of Engaging Content – Convenient and Accessible – A Price Worth Paying Case Study: YouTube Conclusions © comScore, Inc. Proprietary and Confidential. 2
    • The Story So Far © comScore, Inc. Proprietary and Confidential. 3
    • Online Video is a Huge Market Across Europe 226m people watched an average of 20 hours each of Online Video in September in EU-7* *EU-7 includes UK, France, Germany, Spain, Italy, Russia and Turkey © comScore, Inc. Proprietary and Confidential. 4 Source: comScore Video Metrix, September 2011
    • Rapid growth of Unique Viewers and Video Views Stopped in Q1 2010for EU-3* Unique ViewersVideos (Billions) (Millions) 30 140 25 120 100 20 80 15 60 10 40 5 20 0 0 Feb- Aug- Feb- Aug- Feb- Aug- Feb- Aug- 2008 2008 2009 2009 2010 2010 2011 2011 Videos (Billions) Unique Viewers (Millions) © comScore, Inc. Proprietary and Confidential. 5 Source: comScore Video Metrix, Media Trend *EU-3 includes UK, France and Germany
    • Online Video Appeared to Have Peaked in Terms of Adoption andMarket Share Unique ViewersVideos (Billions) (Millions) 30 Rogers’ 140 Diffusion of 25 Innovation 120 S-curve 100 20 80 15 60 10 40 5 20 0 0 Feb- Aug- Feb- Aug- Feb- Aug- Feb- Aug- 2008 2008 2009 2009 2010 2010 2011 2011 Videos (Billions) Unique Viewers (Millions) © comScore, Inc. Proprietary and Confidential. 6 Source: comScore Video Metrix, Media Trend
    • A Closer Look Tells a Story of a Shift from Quantity to Quality Unique ViewersVideos (Billions) (Millions) 30 140 25 120 100 20 80 15 60 10 Sept 2010 March 2011 40 Minutes per Video 5.4 6.0 5 Total Minutes (bn) 111.4 117.9 20 0 0 Feb- Aug- Feb- Aug- Feb- Aug- Feb- Aug- 2008 2008 2009 2009 2010 2010 2011 2011 Videos (Billions) Unique Viewers (Millions) © comScore, Inc. Proprietary and Confidential. 7 Source: comScore Video Metrix, Media Trend and Key Measures
    • The Last Six Months have seen a Renaissance of Online Video Unique ViewersVideos (Billions) (Millions) 30 140 25 120 100 20 80 15 60 10 March 2011 Sept 2011 40 Minutes per Video 6.0 6.2 5 Total Minutes (bn) 117.9 156.9 20 0 0 Feb- Aug- Feb- Aug- Feb- Aug- Feb- Aug- 2008 2008 2009 2009 2010 2010 2011 2011 Videos (Billions) Unique Viewers (Millions) © comScore, Inc. Proprietary and Confidential. 8 Source: comScore Video Metrix, Media Trend and Key Measures
    • Composition of Young Males Indicates Market MaturityUnique Viewers (Millions) 50 42.7 43.1 Total UVs 15+ 45 36.6 Other 40 Males 15-34 35 30.5 30 25 20.3 21.6 18.8 20 15 10 5 17.3% 19.3% 19.6% 21.5% 22.2% 30.4% 44.9% 0 Germany France UK Spain Italy Russia Turkey © comScore, Inc. Proprietary and Confidential. 9 Source: comScore Video Metrix, Demographic Profile, September 2011
    • Growth in Video Views Supports Latency in Spain, Italy, Russia andTurkey Videos (bn) – Videos (bn) – 6 Month March 2011 Sept 2011 Growth Spain 3.0 3.2 9% Italy 2.3 2.7 22% Russia 3.1 4.7 51% Turkey 3.4 5.0 48% © comScore, Inc. Proprietary and Confidential. 10 Source: comScore Video Metrix, Key Measures
    • But Engaged Viewers Watching Lengthy Videos Suggests they mayMake Ground Rapidly Minutes per Minutes per Video Viewer Spain 6.9 1,096 Italy 6.7 914 Russia 7.2 792 Turkey 7.1 1,660 © comScore, Inc. Proprietary and Confidential. 11 Source: comScore Video Metrix, Key Measures
    • The Demand for Video – What do we Want? © comScore, Inc. Proprietary and Confidential. 12
    • What do we Want? 1. A Quality Viewing Experience 2. A Wide Range of Engaging Content 3. Convenient and Accessible 4. A Price Worth Paying © comScore, Inc. Proprietary and Confidential. 13
    • When Supply Meets Demand – The Consumption ofOnline Video in Europe 1. A Quality Viewing Experience 2. A Wide Range of Engaging Content 3. Convenient and Accessible 4. A Price Worth Paying © comScore, Inc. Proprietary and Confidential. 14
    • A Quality Viewing Experience: Increased Broadband Penetration andServing Infrastructure Drives Streaming Quality Improved infrastructure for delivery of content Advances in video quality Higher, flexible definition © comScore, Inc. Proprietary and Confidential. 15
    • A Wide Range of Quality Content: TV Broadcasters Have StrongerOnline Presence in More Mature Video Markets Total Minutes (MM) for Broadcasters in Respective Countries 1000 900 875 816 813 800 700 600 500 460 382 400 324 300 200 100 0 BBC France Televisions ProSiebenSat1 Sites Interactive Sep-10 Sep-11 © comScore, Inc. Proprietary and Confidential. 16 Source: comScore Video Metrix, Key Measures
    • A Wide Range of Quality Content: Presence of Local SpecialistsVaries by Country Russia Rank Unique Property Viewers Reach (000) 2 Mail.ru Group 18,247 42.3 3 Gazprom Media 14,161 32.9 4 Yandex Sites 5,648 13.1 Italy Rank Property Unique Reach Viewers 5 COMINGSOON.IT 2,693 13.3 7 Telecom Italia 2,681 13.2 10 METEO.IT 2,036 10.0 © comScore, Inc. Proprietary and Confidential. 17 Source: comScore Video Metrix, Key Measures, September 2011
    • A Wide Range of Quality Content: US Superpowers Engage LargeEuropean Audiences that have their Own Individual Characteristics Unique Viewers (000) in EU-7FACEBOOK.COM 56,164 Games Category Social Networking Viacom Digital 30,811 Category Technology News Have Affinities Microsoft Sites 19,891 Category to Video Viewing from Sites in… Computer Hardware Yahoo! Sites 17,799 Category Source: comScore Video Metrix, Key Measures and Cross Viewing (taken from UK data), © comScore, Inc. Proprietary and Confidential. 18 September 2011
    • A Wide Range of Quality Content: Online Video Suits a Variety ofContent Types Total Minutes (MM) for900 798800700600 570 571 560500 478400 302300 231 216200 164 94 72100 56 0 UK France Spain Italy Turkey Russia Mar-11 Sep-11 © comScore, Inc. Proprietary and Confidential. 19 Source: comScore Video Metrix, Key Measures
    • A Wide Range of Quality Content: Low Barriers to Entry Permit NewMarket Players, Including the User250200 Ustream150 Vimeo 150 72 12100 55 13 26 50 111 80 73 88 39 68 66 17 0 Spain UK France Turkey Russia Germany Italy © comScore, Inc. Proprietary and Confidential. 20 Source: comScore Video Metrix, Key Measures, September 2011
    • A Wide Range of Quality Content: User Generated Video Content isbeing Supplemented by High Quality Partner Content • 13.2m UVs in Russia on RUTUBE.RU • 20.1m UVs in EU-7 on RUTUBE.RU, up 38% since March ‘11 • 16.5m Viewers in France • 42.9m Viewers in EU-7 • 12.1m Viewers in Turkey on IZLESENE.COM • 6.3m Viewers in Turkey on Izlesene Facebook © comScore, Inc. Proprietary and Confidential. 21 Source: comScore Video Metrix, Key Measures, September 2011
    • Convenient and Accessible: Syndicated Nature of Online VideoFurther Facilitates Expansive Reach in Relevant Contexts Unique Viewers (000) for Perform Sports 472 989 2,924 UK Turkey 1,610 France Italy Spain Germany 2,047 2,155 © comScore, Inc. Proprietary and Confidential. 22 Source: comScore Video Metrix, Key Measures, September 2011
    • Convenient and Accessible: Broadcasters Leverage Analytics toBuild Engaged and Loyal Audiences Searchable, huge inventories aren’t burdened by schedules Tailored browsing and viewing driven by data Audience Overlaps – Unique Viewers 6.9m 3.9m 3.7m 2.8m 1.9m 1.7m 0.6m 0.4m © comScore, Inc. Proprietary and Confidential. 23 Source: comScore Video Metrix, Audience Duplication, September 2011, France / Spain
    • Convenient and Accessible: Online Video can Leverage the Power ofSocial Media % Visiting Topgear.com Total Internet 1.6% Fans Exposed to Brand Messages on Facebook 9.5% ‘Friends of Fans’ Exposed to Brand Messages on Facebook 5.0% © comScore, Inc. Proprietary and Confidential. 24 Source: comScore Social Essentials, September 2011
    • A Price Worth Paying: Room for Growth in Online Video AdPenetration Compared with TV Percentage of Total Viewing Time Spent Watching Ads Online Video - UK Online Video - US TV - UK 0.4% 1.4% 20 ~ 20%* *Estimate © comScore, Inc. Proprietary and Confidential. 25 Source: comScore Video Metrix, Key Measures, September 2011
    • A Price Worth Paying: Online Video Advertising Creatives can beTested for more Predictable Outcomes Engagement Avg. Views Score Top 10 Highest 325,000 62% Scoring Video Ads Lowest 10 Scoring 17,000 21% Video Ads © comScore, Inc. Proprietary and Confidential. 26 Source: comScore and ARS Viral Scoring Database, US
    • A Price Worth Paying: Online Video Offers Attractive Audiences in aRetail Environment that can be Easily Planned Against Composition Index of Audience with Household Income over £35k* 200 180 160 140 173 120 131 100 80 60 40 20 0 TED.COM (UK) Joost Media (France) *€36k in France © comScore, Inc. Proprietary and Confidential. 27 Source: comScore Video Metrix, Demographic Profile, UK/France, September 2011
    • A Price Worth Paying: Campaign Delivery and Impact can beUnderstood The emergence of View-Through as a valuable metric Digital traces and flexibility allow for tailored – Duration – Placements – Formats – Creatives and Messaging Dynamic decision making © comScore, Inc. Proprietary and Confidential. 28 Source: comScore Campaign Essentials and Ad Effx – Example data
    • A Price Worth Paying: Online Only and Cross Platform Audiences areGrowing Into TV Space Cross- Platform Viewers 26% TV Only Viewers 67% Online Only Viewers 7% Base sizes: Total=2833 TV Only=1921 Online Only=189 Both TV/Online=723 ‘How do you typically watch [original series TV]?’ Base: Persons who watched original series TV © comScore, Inc. Proprietary and Confidential. 29 Research study conducted by comScore in US, May 2011
    • Case Study: YouTube © comScore, Inc. Proprietary and Confidential. 30
    • YouTube is a Huge Market Across Europe Over 190m people watched an average of over 4½ hours each ofOnline Video on YouTube in September in EU-7 © comScore, Inc. Proprietary and Confidential. 31 Source: comScore Video Metrix, September 2011 data
    • Evolution of YouTube Viewing has Matched Market Trends in EU-3 Unique ViewersVideos (Billions) (Millions) 12 105 10 100 8 95 6 90 4 85 2 0 80 Jul-2010 Oct-2010 Jan-2011 Apr-2011 Jul-2011 Videos (Billions) Unique Viewers (Millions) © comScore, Inc. Proprietary and Confidential. 32 Source: comScore Video Metrix, Media Trend, UK, France and Germany
    • YouTube’s Transition has been Driven by Matching Demand forLonger, more Premium Content Total Minutes Minutes per (Billions) Video 40 4.0 35 3.5 30 3.0 25 2.5 20 2.0 15 1.5 10 1.0 5 0.5 0 0.0 Jul-2010 Oct-2010 Jan-2011 Apr-2011 Jul-2011 Total Minutes Minutes per Video © comScore, Inc. Proprietary and Confidential. 33 Source: comScore Video Metrix, Media Trend, UK, France and Germany
    • A Quality Viewing Experience Vast infrastructure for delivery of content Advances in content quality Higher, flexible definition © comScore, Inc. Proprietary and Confidential. 34
    • A Wide Range of Engaging Content Unique Viewers (000) for Machinima @ YouTube 793 UK 1,030 Germany 3,765 France 1,346 Russia Spain 1,457 Italy Turkey 2,570 1,682 152,000 UVs in the UK © comScore, Inc. Proprietary and Confidential. 35 Source: comScore Video Metrix, September 2011 data
    • Convenient and AccessibleMillions 200 Searches in Europe (billions) 150 100 8.0 50 Rest of the Web 0 46.5 Unique Unique Visitors Viewers EU-7 EU-7 © comScore, Inc. Proprietary and Confidential. 36 Sources: comScore Media Metrix, Video Metrix and qSearch, September 2011
    • A Price Worth Paying Free Content Unobtrusive Ads – Encourage the User to remain in control – Offer transparency to facilitate relevant placement © comScore, Inc. Proprietary and Confidential. 37 Source: comScore Video Metrix, September 2011 data
    • Conclusions © comScore, Inc. Proprietary and Confidential. 38
    • Conclusions A New Age for online video is emerging around quality, not quantity The internet provides perfect foundations for viewers to watch what they want, how they want, when they want Online video advertising can be more powerful without being intrusive An increasingly complex and competitive market makes informed decision making critical “Every time we think about making a decision, we think about doing experiments and proving that the results make sense… Companies should be saying ‘What information can I gather, how can I understand my users better?’… and doing the analytics over that to make decisions” © comScore, Inc. Proprietary and Confidential. 39
    • Thank You! Questions?mgosschalk@comscore.com +44 207 099 1779 © comScore, Inc. Proprietary and Confidential. 40