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Ooyala global-video-index-q2-2012
 

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    Ooyala global-video-index-q2-2012 Ooyala global-video-index-q2-2012 Presentation Transcript

    • Q2 2012
    • Table of ContentsABOUT OOYALA’S GLOBAL VIDEO INDEX REPORT................ 3EXECUTIVE SUMMARY......................................................... 4RED STATE/BLUE STATE...................................................... 5AROUND THE WORLD IN 80 PLAYS. ..................................... 6 .Viewer Behavior and Engagement by Device............... 9Viewer Engagement: Leaning Back. ............................ 11 .LIVE VIDEO ON THE RISE................................................... 13Turning Information Into Insights. ........................... 14 .APPENDIX......................................................................... 15
    • About Ooyala’s Global Video Index ReportOoyala measures the anonymized viewing habits of nearly 200 millionunique viewers in more than 130 countries every month. We process billionsof video analytics events per day, and use our market-leading video analyticsto help media companies and consumer brands grow their audiencesand earn more money with mobile, multi-screen broadcasting.Ooyala helps TV networks, cable and satellite providers, movie studios,and online media companies power premium video content on tablets,smart phones, smart TVs, and PCs. We work with hundreds offorward-thinking customers around the globe, including Miramax, ESPN,Bloomberg, PAC-12 Network, Caracol, CJ Entertainment, and Yahoo! Japan.
    • Executive SummaryThe lines between broadband and broadcast continue to erodeas TV shifts to a mobile, multi-screen media landscape.The second quarter of 2012 saw Paramount Red States vs. Blue States1 Content Convergence As the political season heats up, As premium content moves online,selling movie rentals on YouTube and Google we’re tracking how different states people are spending more of theirPlay, Amazon Instant Video landing on watch online video across America. viewing time watching premium long-form2 videos on tablets, PCs,the PlayStation Network, and the Major Ooyala’s data reveals that Blue State smart TVs and mobile devices. viewers watch 26% more online videoLeague Baseball App recording three million per person than Red State viewers. Long-form video content accounted for more than two-thirds of the totaldownloads just eight days into the season. Around the World in 80 Plays time users spent watching video on tablets in Q2 2012. The share Online video engagement patterns of time that viewers spent watching vary by country and region. Our dataPeople are spending more time watching reveals the global video “hot spots.” long-form video on tablets grew 47% in a single quarter.premium, long-form content on tablets, PCs, In Great Britain, 15% of the total time Long-form content and longer spent watching online videomobile devices, and connected TVs & gaming occurs on mobile phones and tablets. viewing sessions give publishers more revenue opportunities,consoles (CTV&GC). 11% of the total time spent watching as they insert multiple mid-roll ads online video in China occurs on and increase the average revenue tablets and smart phones. per minute. R.I.P. Keyboard Cat Live Video On The Rise1 Red States and Blue States here are defined by the outcome People don’t watch small clips on Ooyala’s data reveals that viewers of the 2008 U.S. Presidential election. big screens. When using smart TVs, are highly engaged with live events,2 Videos longer than 10 minutes. set-top boxes and gaming consoles, sports and specials. Live videoThis report builds on findings from our analysis of previous quarters. viewers spend 93% of their time viewing is accelerating rapidly watching movies, TV shows and other especially on tablets and phones. long-form content. Q2 2012 GLOBAL VIDEO INDEX REPORT 4
    • Red State/Blue State THE BOTTOM LINEOoyala compared the total online video plays to the populations of each state. On average, Blue State viewers watch 26% more online video perMassachusetts had the highest viewer engagement of all states. Each state’s plays were person than Red State viewers.divided by this maximum so that Massachusetts equals numeral 1 on our normalized viewingscale and all other states appear as a fraction of 1.Neither Red States nor Blue States are uniform in their online video viewing patterns.In Georgia, for example, viewers watch four and a half times more online video thanviewers in Mississippi. Normalized plays per person 0 .2 .4 .6 .8 1 Q2 2012 GLOBAL VIDEO INDEX REPORT 5
    • Around the World in 80 Plays THE BOTTOM LINEOoyala looked at data from several regions across the globe to get a better idea of how people Broadcasters and servicethere watch online media. We tracked video plays across all device types to see how viewing providers must leverage globalbehavior changes by time of day, as well as country, to identify several global video hot spots. viewer data to create more personalized and profitableTV is going Mobile & Global media experiences. Viewers are embracing a mobile, multi-screen Non-PC based viewing is more valuable advertising experience in countries around the world. inventory, since most viewers watch in full-screen mode Our data from publishers on tablets, phones, and Smart TVs. When publishers streaming long-form, niche In Great Britain, 15% of the total time spent are able to segment their audience by device, they will content reveals that viewers watching online video occurred on mobile phones be able to command up to a 100 percent premium and tablets for these impressions. watch three times more pre-roll ads than viewers who consume 11% of the total time spent watching online video In markets like China, India, Malaysia and parts in China takes place on tablets and smart online video on a typical of Latin America, we’re already seeing certain phones. publishers delivering more than half of their streaming network property. content to tablets and smart phones. Mexico saw 6% of the share of time watching streaming media occur on mobile screens. Paid transactions are also increasing on mobile devices. In India, the paid content market is four times the size of ad-supported content. Global viewership: mobile and tablet Q2 2012 MOBILE TABLET 20% 15% 10% 5% 0% an tai n ore str ia ina nc e on g nd s an d sia en ia da tes ain xic o Ita ly an y ine s bia zil Jap Bri ap Au Ch Fra gK rla ail lay ed Ind Ca na Sta Sp Me rm lip lom Bra t Sin g n e Th Ma Sw d Ge il Co rea Ho eth ite Ph G N Un Q2 2012 GLOBAL VIDEO INDEX REPORT 6
    • Around the World in 80 Plays Time watched by hour and region: all connected devices Q2 2012 UNITED STATES EMEA APAC LATAM 7% 6% 5% 4% 3% 2% 1% 0% 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 am am am am am am am pm pm pm pm pm pm pm pm pm pm pm pm am am am am am Q2 2012 GLOBAL VIDEO INDEX REPORT 7
    • Around the World in 80 Plays Time watched by hour, Europe Q2 2012 Time watched by hour, Asia Q2 2012 AUSTRIA GERMANY SPAIN ITALY NETHERLANDS CHINA JAPAN MALAYSIA SINGAPORE10.5% 10.5% 9% 9% 7.5% 7.5% 6% 6% 4.5% 4.5% 3% 3% 1.5% 1.5% 0% 0% 5 8 11 2 5 8 11 2 5 8 11 2 5 8 11 2 am am am pm pm pm pm am am am am pm pm pm pm amEuropean engagement metrics reveal how viewing patterns vary Online video analytics show how viewers consume contentfrom country to country. Most countries follow the same general and let media publishers spot patterns and make better publishingengagement pattern across all devices. (The exception is Austria, decisions. Based on this viewing data, Malaysians may never sleep.where viewing begins earlier and drops off sharply in the evenings.) Time watched by hour, LATAM Q2 2012 Time watched by hour, Canada, US, Great Britain Q2 2012 COLOMBIA DOMINICAN REPUBLIC MEXICO VENEZUELA CANADA GREAT BRITAIN UNITED STATES10.5% 10.5% 9% 9% 7.5% 7.5% 6% 6% 4.5% 4.5% 3% 3% 1.5% 1.5% 0% 0% 5 8 11 2 5 8 11 2 5 8 11 2 5 8 11 2 am am am pm pm pm pm am am am am pm pm pm pm amData from several Latin American countries reveals very different We see similar engagement curves in Canada, Great Britainengagement curves over the course of a day. Venezuela and and the United States. Across all devices, people watchthe Dominican Republic show strong viewing spikes during midday, the most online video in the evenings between 7 and 10 PM.while Mexico and Colombia peak in the afternoon and evening. Q2 2012 GLOBAL VIDEO INDEX REPORT 8
    • Viewer Behavior and Engagement by Device THE BOTTOM LINE Companies like YouTube,TABLETS PCs ESPN, Bloomberg, and NetflixThe total share of time spent watching long-form Long-form video content made up 62% of the totalcontent like TV shows and movies on tablets grew time spent watching streaming video on PCs are creating a TV-like experiencenearly 50% last quarter. Two-thirds of the videos in Q2 2012. online with continuousviewed on tablets in Q2 were longer than 10 minutes, video playback.compared to about half the total videos in Q1. The percent of time spent watching long-form videoPeople spend more time watching long-form video on PCs grew 15% in a single quarter—increasing from 54% in Q1 to 62% in Q2 2012. These longer viewing sessionson their tablets than on any other connected screen(except for connected TVs and gaming consoles). are more valuable to content CONNECTED TV & GAMING CONSOLE VIDEO VIEWING publishers because pre-rollsSMART PHONES Big screens are for big content. Viewers spent can now be treated as mid-rollVideos longer than 10 minutes made up almost half of 93% of their time watching long-form content like movies and TV shows on smart TVs, set-top-boxes ad breaks between videos.the total time spent watching video on smart phoneslast quarter. The time spent watching long-form video and gaming consoles­ up from 88% in Q1. —content on phones grew 17 percent in a single quarter,moving from 41% in Q1 to 48% in Q2. Time watched by video length and device (minutes) Q2 2012 >10 min 6-10 min 3-6 min 1-3 min <1 min TIME WATCHED BY VIDEO LENGTH AND DEVICE Q1 2012 100%100% > 10 min 6 to 10 min % of All Hours Watched 75% 3 to 6 min 1 to 3 min 75% < 1 min 50% 50% 25% 0% 25% 0% Desktop Mobile Tablet CTV & GC Q2 2012 GLOBAL VIDEO INDEX REPORT 9
    • Viewer Behavior and Engagement by DeviceGOING MOBILE Share of time watched: mobile video, tablet video Q2 2012The share of time spent watching video on mobile MOBILE TABLETphones and tablets continues to grow quickly.The overall share of mobile video plays jumped 36% 3%last quarter, while tablet video’s share of time watchedincreased by 72%. Together, the overall share of timespent watching video on mobile devices and tabletsincreased 64% in Q2 2012. 2% 1% 0% t nd 3 1s 22 y1 e3 e2 4 ril l Ma Jun Jun Ap Apri Share of time watched: mobile + tablet video Q2 2012 5% 4% 3% 2% 1% 0% t nd 3 1s 22 y1 e3 e2 4 ril l Ma Jun Jun Ap Apri Q2 2012 GLOBAL VIDEO INDEX REPORT 10
    • Viewer Engagement: Leaning Back THE BOTTOM LINEAmong all online viewers, tablet and connected TV owners were the most engaged in Q2, The most successful mediawatching more content for longer periods of time. The lack of keyboards and mice brings publishers execute flawlessa lean-back mentality to tablets, set-top-boxes and gaming consoles. Viewers tend to watch iOS tablet strategies, including video apps, live tablet videomore of a given video than those watching on a PC or mobile phone. publishing, and highly social video integration. Some of theTablet time per play jumped 19% in the second OTT GOES LONG best examples of iPad video appsquarter of 2012 Connected TV & gaming console viewers spent more time watching streaming media than any other device include:The iPad dominates tablet video viewing. Unlike mobilephones, the iPad’s form factor allows viewers to sit category. Driven by the living-room environment and growing availability of TV shows and movies online, PAC-12 Nowdown and lean back when they watch video, resultingin higher engagement. The iPad’s integration with viewers streaming OTT video watched an average by PAC-12 NetworksiTunes also simplifies media acquisition and contributes of 14 minutes per play.to the rise of long-form content viewing. TED by TED ConferencesOur data shows that most publishers are under- Conan O’Brien Presents:monetizing their content on tablets. More aggressivetablet video monetization strategies such as mid-roll Team Coco by TBSsupport, and HTML5 support with HTML5 analyticstracking, will lead to higher revenues without riskingviewer abandonment. Time per play: desktop, mobile, tablet (seconds) Q2 2012 Time per play: desktop, mobile, tablet, CTV & GC (seconds) Q2 2012 DESKTOP MOBILE TABLET DESKTOP MOBILE TABLET CTV & GC 250 600 200 450 150 300 250 200 100 150 100 50 50 0 t nd 3 t nd 1s 22 y1 e3 e2 4 1s 22 y1 3 e3 e2 4 ril l Ma Jun Jun ril l Ma Jun Jun Ap Apri Ap Apri Q2 2012 GLOBAL VIDEO INDEX REPORT 11
    • Viewer Engagement: Leaning BackWhether the content is one or 20 minutes long, Video publishers, broadcasters and operators needthe same general engagement patterns emerge to develop apps for connected TVs, gaming consolesacross all devices. Tablet and connected TV viewers and tablets. Not only will more people will be able towatch more than viewers who watch on other devices. watch your content, when they do watch, they will be much more engaged than mobile and desktop viewers.Armed with the right viewer engagement metrics,media companies can target certain devices in discreteways to reach more viewers and drive more revenuefrom online video. 75% completion rate by device Q2 2012 Average time per play (minutes) Q2 2012 DESKTOP MOBILE TABLET75% 1565% 1255% 945% 635% 325% 0 st d 3 3 4 Desktop Mobile Tablet CTV & GC n y1 e2 il 1 22 ne Ap r pri l Ma Ju Jun A Engagement by device Q2 2012 Playthrough by device Q2 2012 COMPLETED 25% COMPLETED 50% COMPLETED 75% COMPLETED 100% <1 1-3 3-6 6-10 >10 80% 80% 60% 60% 40% 40% 20% 20% 0% 0% Desktop Mobile Tablet CTV & GC Desktop Mobile Tablet CTV & GC Q2 2012 GLOBAL VIDEO INDEX REPORT 12
    • Live Video On the Rise THE BOTTOM LINEThe share of time spent watching live video on tablets increased dramatically last quarter. People watching breaking news,From sports and live news to special events, more people are engaging with live content online. sports, and other live content are more engaged across allThe share of time spent watching live video on tablets and mobile devices increased 123% devices. This allows publishersin Q2. But live content is attractive to viewers across all devices. PC viewers tuned in to live to monetize live video contentvideos for an average of 33 minutes in Q2, compared with VOD PC engagement rates more effectively on all connectedof 2 minutes, 50 seconds. screens. Time per live video play by device, month (minutes) Q2 2012 DESKTOP MOBILE TABLET CTV & GC 60 50 40 30 20 10 0 April May June Q2 2012 GLOBAL VIDEO INDEX REPORT 13
    • Turning Information Into InsightsOoyala helps leading media companies gain data-driven insights into theircontent. We leverage this data to deliver the right content to the right screenat the right time.Our Big Data and real-time video analytics offer video publishers and contentowners the ability to understand their viewers like never before.But it is not enough to collect huge amounts of data and assume your jobis done. The key to Big Data and its real value lies in transforming oceans ofinformation into valuable, useful insights.When you understand when, why and how your viewers watch, you canpublish more engaging content and earn more money with online video.The result is a more personalized, profitable media experience that benefitsboth viewers and content publishers alike.That is the power of real-time video analytics.
    • Appendixdata tablesRed State/Blue State Time Watched by Hour of Day Time Watched by Hour of Day (Europe) State Color Normalized Plays/Person Hour of Day United States EMEA APAC LATAM Hr of Day Austria Germany Spain Italy NetherlandsAlabama red 0.32 5 1.2% 0.9% 2.0% 0.6% 5 0.8% 0.8% 1.1% 0.7% 0.7%Alaska red 0.46 6 1.7% 1.1% 2.5% 0.9% 6 1.6% 0.9% 1.0% 0.9% 0.8%Arizona red 0.62 7 2.8% 1.7% 3.5% 1.7% 7 3.2% 1.3% 1.2% 1.3% 1.3%Arkansas red 0.43 8 3.8% 2.7% 4.3% 2.8% 8 4.8% 2.1% 1.8% 1.9% 2.1%California blue 0.68Colorado blue 0.82 9 4.6% 3.6% 5.6% 4.0% 9 5.7% 3.1% 2.6% 2.7% 2.9%Connecticut blue 0.71 10 5.0% 4.3% 5.3% 4.6% 10 6.3% 4.0% 3.4% 3.4% 3.8%Delaware blue 0.33 11 5.3% 4.7% 5.1% 5.4% 11 6.2% 4.7% 4.3% 4.1% 4.4%Florida blue 0.56 12 5.4% 4.8% 4.6% 5.7% 12 5.5% 5.2% 4.7% 4.5% 5.2%Georgia red 0.86 13 5.4% 5.0% 4.6% 5.8% 13 5.5% 6.2% 4.9% 4.9% 5.2%Hawaii blue 0.66 14 5.5% 5.0% 4.7% 5.8% 14 5.4% 5.9% 4.7% 5.7% 5.4%Idaho red 0.27 15 5.5% 5.4% 4.6% 5.9% 5.0% 15 5.4% 5.1% 4.7% 5.7%Illinois blue 0.81 16 5.3% 5.3% 4.6% 5.6% 16 5.6% 5.4% 5.4% 5.9% 5.0%Indiana blue 0.47 17 5.3% 5.6% 4.6% 5.7% 17 5.9% 5.7% 5.6% 6.2% 4.8%Iowa blue 0.51Kansas red 0.42 18 5.3% 5.7% 4.5% 6.0% 18 5.3% 5.6% 6.3% 6.3% 5.6%Kentucky red 0.21 19 5.3% 6.0% 4.3% 6.5% 19 5.0% 6.0% 6.3% 6.2% 6.1%Louisiana red 0.50 20 5.4% 6.4% 4.6% 6.8% 20 5.3% 6.4% 6.5% 6.1% 6.6%Maine blue 0.47 21 5.6% 6.7% 4.8% 6.1% 21 5.6% 6.9% 6.4% 6.5% 7.0%Maryland blue 0.54 22 5.7% 6.7% 4.9% 5.9% 22 5.1% 7.0% 6.0% 6.9% 7.4%Massachusetts blue 1.0 23 5.0% 6.1% 5.2% 5.3% 23 3.9% 6.1% 6.1% 6.5% 6.7%Michigan blue 0.52 0 2.7% 4.4% 5.7% 5.1% 5.4% 0 3.7% 4.7% 5.1% 3.7%Minnesota blue 0.63 1 2.7% 3.4% 3.9% 2.3% 1 1.8% 2.9% 4.3% 3.7% 3.5%Mississippi red 0.18 2 1.9% 2.3% 2.7% 1.5% 2 1.3% 1.9% 3.3% 2.4% 2.3%Missouri red 0.65Montana red 0.39 3 1.4% 1.5% 2.1% 1.0% 3 1.0% 1.3% 2.5% 1.5% 1.5%Nebraska red 0.58 4 1.2% 1.0% 1.9% 0.7% 4 0.8% 0.9% 1.4% 1.0% 1.0%Nevada blue 0.58New Hampshire blue 0.56New Jersey blue 0.76New Mexico red 0.28New York blue 0.86North Carolina blue 0.53North Dakota red 0.25Ohio blue 0.60Oklahoma red 0.46Oregon blue 0.61Pennsylvania blue 0.67Rhode Island blue 0.92South Carolina red 0.37South Dakota red 0.47Tennessee red 0.45Texas red 0.59Utah red 0.85Vermont blue 0.46Virginia blue 0.78Washington blue 0.69West Virginia red 0.23Wisconsin blue 0.52Wyoming red 0.44 Q2 2012 GLOBAL VIDEO INDEX REPORT 15
    • Appendix: Data TablesTime Watched by Hour of Day (Asia) Time Watched by Hour of Day (LATAM) Time Watched by Hour of Day (US/UK/Canada) Hour of Day China Japan Malaysia Singapore Hr of Day Colombia Dominican Mexico Venezuela Hour of Day Canada Great Britain United States5 2.1% 1.6% 3.2% 1.7% Republic 5 1.2% 0.9% 1.2%6 2.7% 2.1% 3.0% 2.6% 5 0.6% 1.4% 0.6% 1.0% 6 1.5% 1.0% 1.7%7 3.6% 2.9% 3.2% 4.3% 6 0.9% 1.9% 0.8% 1.6% 7 2.3% 1.5% 2.8%8 5.6% 3.7% 3.2% 4.6% 8 3.3% 2.4% 3.8% 7 1.8% 2.9% 1.5% 2.5%9 8.8% 5.8% 3.7% 6.0% 9 4.1% 3.2% 4.6% 8 2.9% 4.4% 2.6% 3.5%10 5.8% 6.1% 3.9% 5.9% 10 4.6% 3.9% 5.0% 9 4.0% 5.1% 4.2% 4.4%11 5.3% 5.7% 4.1% 6.3% 11 4.7% 4.2% 5.3% 10 4.6% 6.2% 5.0% 5.4%12 5.0% 5.2% 3.8% 5.5% 12 4.8% 4.4% 5.4% 11 5.4% 8.2% 5.7% 8.6%13 4.6% 4.8% 3.7% 4.8% 13 4.7% 4.4% 5.4% 12 5.7% 9.1% 5.4% 10.1%14 4.3% 4.9% 4.1% 4.8% 14 4.8% 4.3% 5.5% 13 6.0% 6.2% 5.3% 6.9%15 4.2% 4.7% 4.2% 4.9% 15 4.9% 4.8% 5.4% 14 6.1% 4.8% 4.8% 4.7% 16 5.0% 5.2% 5.3%16 4.2% 4.9% 4.3% 4.3% 15 5.9% 4.2% 4.6% 4.7% 17 5.3% 5.4% 5.3%17 4.4% 5.0% 4.3% 4.2% 16 5.7% 4.1% 4.6% 4.2% 18 5.4% 5.7% 5.3%18 4.9% 4.7% 4.4% 4.1%19 4.4% 4.6% 4.3% 3.9% 17 5.7% 4.8% 5.3% 4.4% 19 5.7% 6.3% 5.3%20 4.6% 4.9% 4.7% 4.4% 18 5.8% 5.4% 6.7% 4.4% 20 6.0% 6.9% 5.4%21 4.3% 5.5% 4.8% 4.4% 19 6.4% 4.5% 7.7% 5.5% 21 6.3% 7.3% 5.6%22 4.1% 5.4% 5.1% 4.7% 20 6.7% 4.0% 7.3% 6.2% 22 6.3% 7.3% 5.7%23 3.8% 5.1% 5.4% 5.0% 21 6.1% 4.0% 6.6% 5.9% 23 5.8% 6.6% 5.0%0 3.6% 4.1% 5.3% 4.3% 22 5.9% 4.2% 5.6% 4.7% 0 4.5% 5.2% 3.7%1 3.2% 3.2% 5.0% 3.5% 23 5.2% 3.8% 5.2% 3.5% 1 3.3% 3.9% 2.7%2 2.6% 2.0% 4.7% 2.5% 0 3.6% 2.7% 4.0% 2.4% 2 2.3% 2.6% 1.9%3 1.9% 1.6% 4.2% 1.8% 1 2.2% 2.8% 2.5% 2.0% 3 1.7% 1.6% 1.4%4 2.0% 1.4% 3.6% 1.6% 2 1.3% 2.3% 1.8% 1.5% 4 1.3% 1.1% 1.2% 3 0.9% 1.7% 1.2% 1.0% 4 0.6% 1.2% 0.8% 0.8% Q2 2012 GLOBAL VIDEO INDEX REPORT 16
    • Appendix: Data TablesTime Watched by Video Length and Device, Q2 2012 Share of Time Watched: Mobile + Tablet Video Share of Time Watched: Mobile Video, Tablet VideoVideo Length Desktop Mobile Tablet CTV&GC Week of Share Tablet + Mobile Week of Share Mobile Share Tablet<1 min 3% 4% 3% 0% Apr 1, 2012 1.5% 1.5% Apr 1, 2012 2.96% Apr 8, 2012 1.7% 1.9%1 - 3 min 15% 23% 15% 2%3 - 6 min 15% 19% 10% 2% Apr 8, 2012 3.54% Apr 15, 2012 1.7% 1.7% Apr 15, 2012 3.35% Apr 22, 2012 1.6% 1.7%6 - 10 min 6% 6% 5% 3% Apr 22, 2012 3.28% Apr 29, 2012 1.7% 1.9%>10 min 62% 48% 67% 93% May 6, 2012 1.7% 2.0% Apr 29, 2012 3.57% May 13, 2012 1.7% 1.9% May 6, 2012 3.74% May 20, 2012 1.7% 2.1%Time Watched by Video Length and Device, Q1 2012 May 13, 2012 3.55% May 27, 2012 1.7% 2.3% May 20, 2012 3.84% Jun 3, 2012 1.7% 2.3% May 27, 2012 4.05% Jun 10, 2012 1.8% 2.3%Video Length Desktop Mobile Tablet CTV&GC Jun 17, 2012 2.0% 2.5%< 1 min 4% 4% 4% 0% Jun 3, 2012 4.03% Jun 24, 2012 2.3% 2.6%1 - 3 min 19% 29% 24% 3% Jun 10, 2012 4.09%3 - 6 min 15% 18% 17% 3% Jun 17, 2012 4.45%6 - 10 min 7% 8% 9% 5% Jun 24, 2012 4.86%> 10 min 54% 41% 46% 88% Q2 2012 GLOBAL VIDEO INDEX REPORT 17
    • Appendix: Data TablesTime Per Play, Desktop, Mobile, Tablet Time Per Play, Desktop, Mobile, Tablet, CTV&GC 75% Completion Rate by Device Week of Desktop Mobile Tablet Week of Desktop Mobile Tablet CTV&GC Week of Desktop Mobile TabletApr 1, 2012 123 124 172 Apr 1, 2012 123 124 172 555 Apr 1, 2012 44% 38% 53%Apr 8, 2012 130 118 180 Apr 8, 2012 130 118 180 558 Apr 8, 2012 46% 41% 54%Apr 15, 2012 128 105 177 Apr 15, 2012 128 105 177 519 Apr 15, 2012 45% 34% 54%Apr 22, 2012 128 100 169 Apr 22, 2012 128 100 169 529 Apr 22, 2012 48% 37% 52%Apr 29, 2012 131 109 183 Apr 29, 2012 131 109 183 499 Apr 29, 2012 49% 39% 55%May 6, 2012 133 107 188 May 6, 2012 133 107 188 555 May 6, 2012 51% 38% 57%May 13, 2012 147 108 184 May 13, 2012 147 108 184 598 May 13, 2012 49% 39% 56%May 20, 2012 156 118 204 May 20, 2012 156 118 204 596 May 20, 2012 48% 41% 57%May 27, 2012 156 116 215 May 27, 2012 156 116 215 579 May 27, 2012 46% 40% 55%Jun 3, 2012 159 124 211 Jun 3, 2012 159 124 211 494 Jun 3, 2012 47% 40% 57%Jun 10, 2012 150 112 207 Jun 10, 2012 150 112 207 526 Jun 10, 2012 48% 39% 56%Jun 17, 2012 157 118 214 Jun 17, 2012 157 118 214 599 Jun 17, 2012 48% 39% 56%Jun 24, 2012 146 106 205 Jun 24, 2012 146 106 205 537 Jun 24, 2012 46% 38% 56%Minutes per Play Engagement by Device Playthrough by Device by Length Minutes Per Play Desktop Mobile Tablet CTV&GC Desktop Mobile Tablet CTV&GCDesktop 2.84 Engagement 25% 59% 52% 71% 65% <1 min 63% 55% 75% 76%Mobile 1.87 Completion 1 - 3 min 47% 46% 62% 74%Tablet 4.10 3 - 6 min 28% 24% 50% 52%CTV&GC 14.2 Engagement 50% 52% 44% 63% 60% 6 - 10 min 36% 29% 45% 61% Completion >10 min 28% 22% 39% 37% Engagement 75% 47% 39% 55% 55% Completion Engagement 100% 40% 29% 43% 46% CompletionTime Per Live Video Play by Device, Month (Minutes) Desktop Mobile Tablet CTV&GCApril 33 15 26 49May 37 15 26 55June 29 13 20 44 Q2 2012 GLOBAL VIDEO INDEX REPORT 18
    • Appendix: MethodologyMethodologyDATA SOURCES & SAMPLE SIZE The data sample used in this report covers the second quarter of 2012, from April 1 through June30. All data was taken from an anonymous cross-section of Ooyala’s global customer and partnerdatabase—an array of broadcasters, studios, cable operators, print publications, online mediacompanies and consumer brands.These firms broadcast video to over 130 different countries from more than 6,000 unique domains.Nearly 200 million unique viewers watch an Ooyala-powered video every month.This data sample is not intended to represent the entire Internet, or all online video viewers. DATA COLLECTION Ooyala’s video analytics technology collects all anonymized video data in real time. During playback,Ooyala’s video player gathers information continuously and relays it to an analytics module, whichthen stores the data in a distributed file system, Hadoop. Viewer statistics are then compiled andstored in a Cassandra data cluster, where the information is made readily available for analysis ANALYSIS & METRICS Ooyala’s video analytics module tracks a range of standard variables, such as: Displays, plays and time watched Viewer engagement and video completion rates Sharing by social network Geography (region, state, city, Designated Marketing Areas) Device type (mobile, desktop, tablet, connected TV devices & game consoles) Operating system (Windows, Android, iOS) Browser (Safari, Chrome, Firefox, Internet Explorer) Q2 2012 GLOBAL VIDEO INDEX REPORT 19
    • Appendix: Glossary/Disclaimers & AssumptionsGLOSSARYConversion Rate:The ratio of plays to displays. 10 displays with 1 play is a conversion rate of 10%. Completion Rate:The rate at which viewers watch a specified portion of a given video. Sometimes used interchangeably with“play-through rate.” Display:Each (and any) time a video is loaded in a browser and displayed to the viewerMobile Devices:All smart phones, including iOS, Android, Blackberry, and others.Video Play:Each time a video starts playing.Connected TV Devices & Gaming Consoles:Set-top boxes and OTT devices, including Wii, Playstation, Boxee, Roku, Xbox and Google TV.Tablets:All media tablets, including iOS and Android.Disclaimers & AssumptionsData is not aggregated across all videos or providers for vertical data, and only publishers with a meaningfulamount of videos watched are included. Publishers with incomplete data for Q2 have been excluded.When selecting items for inclusion in the report, Ooyala’s data science team selected metrics that were clearand meaningful. Granular measures were broken down along many categories, which resulted in a largeamount of data. Rather than reporting all of this data, the Ooyala team chose to highlight those measures thatgive a good impression for the data set as a whole. Q2 2012 GLOBAL VIDEO INDEX REPORT 20