The YouTube Generation: What about Belgium?

The YouTube generation: what about Belgium? Clo Willaerts, 14 maart 2007

Digital media

Streaming media and the player war

Broadband penetration

Clip culture - early examples

Citizen journalism

Vlog

Birth of YouTube

YouTube growth

Google Video

Report: Online Video Consumption

Goal of the study

Gaining insights into the consumption, distribution and generation of online videoclips

Fieldwork

Research carried out by InSites Consulting ( www.insites-consulting.com ) during January 2007

The project consists of a combination of 2 data collections based on the same questionnaire

Belgian online population via InSites panel

Skynet newsletter subscribers

Sample profile

N (Skynet newsletter subscribers) = 3570

N (Belgian Internet users) = 1005; representative on age, gender, language, Internet frequency according to the Belgian Internet Mapping of November 2006

Age: 15-24: 23%; 25-34: 22%; 35-44: 25%; 45-54: 18%; 55-64: 8%; 65+: 4%

Gender: Male 54%; Female 46%

Language: Dutch 60%; French 40%

Internet frequency: Maximum two days a week: 29%; 3-5 days 29%; 6-7 days 42%

Error margin of findings: +/- 1%

Video generation (uploading) Video distribution Video consumption Belgian Internet Population Skynet newsletter subscribers 10% 12% 61% 69% 85% 91%

Segmentation Interest for making/broadcasting clips High Low High (no technical problems) Low technical barriers Low (technical problems) Generator Generator Generator Belgian Internet Population Skynet newsletter subscribers N (Skynet newsletter) = 3570 N (InSites panel) = 1005

The couch watcher

The generator

The unenthusiast

The enthusiast fun seeker

Q: Which channels? Significant difference (99%) Generator Filter: only people who have ever watched online video clips N (InSites panel) = 853 N (Skynet newsletter) = 3231

Q: Length of video clips? Significant difference (99%) Generator Filter: only people who have ever watched online video clips N (InSites panel) = 853 N (Skynet newsletter) = 3231

Q: Which online video services? Significant difference (99%) Generator Filter: only people who have ever watched online video clips N (InSites panel) = 853 N (Skynet newsletter) = 3231

Q: Which type of video clips? Significant difference (99%) Generator Filter: only people who have ever watched online video clips N (InSites panel) = 853 N (Skynet newsletter) = 3231

Q: How do you watch clips? Significant difference (99%) Generator Filter: only people who have ever watched online video clips N (InSites panel) = 853 N (Skynet newsletter) = 3231

Q: Where do you watch? Significant difference (99%) Generator Filter: only people who have ever watched online video clips N (InSites panel) = 853 N (Skynet newsletter) = 3231

Q: Actions with clips? Significant difference (99%) Generator Filter: only people who have ever watched online video clips N (InSites panel) = 853 N (Skynet newsletter) = 3231

Q: Uploaded clips, self made? Significant difference (99%) Generator Filter: Only if ever uploaded video clips N (Skynet newsletter) = 428 N (InSites panel) = 103

Q: Advertising in clips irritating? Filter: only respondents knowing a particular advertising means Significant difference (99%) Generator Top 2 scores irritation

Thank you