Dubit's OFCOM Online Video Presentation

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Dubit's presentation for OFCOM on the subject of children's online video consumption with a focus on YouTube.

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  • At Dubit we run a number of internal studies into media consumption, especially focussing on online media. Today I wanted to focus purely on online video consumption and more specifically introduce some of our findings around youtube – whats being watched, how kids use it and why. The best thing about working in and around kids media is that we get to read, see and play with lots of cool things. Now my partner is a teacher and I think, well hope, she is quite good at it. Every evening we watch shows whilst surfing the net. A good solid 21 st century relationship, sometimes we even talk. Now because of what I do for a living I’ve always been able to share the next online craze – a cool viral advert – a sporting moment – or a talking orange. But no longer am I the one that finds it. Kat has always used entertainment to help contextualise science to her kids. Now fortunately for her some of the UK channels are great at educational and fun content so she has lots to chose from. But over the last year or so online video, specifically youtube has become a vast resource for her, from epic fails, to those crazy Norweigans diving of cliffs with wings on there is relevant content all over but everytime she uses something the kids have seen it, shared it and moved on. So what we wanted to do is understand how and why youtube is so popular and also on a personal level I wanted to be more clued in than Kat.
  • So we developed a survey to get to grips with what was going on. 1000 respondents aged 6-12 years old. We then selected a few of those respondents and asked their permission to track their online usage. And between all the less savoury content, we found some really interesting things emerging.
  • So to kick off a bit of market sizing. TV is still the most popular platform with DVD’s also watched by most every week. We then see the emergence of online videos – 57% watching every week, on demand TV and finally, and I am sure this will grow, mobile video consumption via smart phones, tablets and games consoles.
  • So who’s king of the pile Well youtube is
  • Now every week youtube is being watched for somewhere between 1 and 5 hours. Given that the average video is minutes, rather than a standard TV slot, they are quite impressive figures.
  • Now generally this age range find videos through the search bar, referencing something they have hear of, such as celeb or a phrase like epic fail or talking animals. Interestingly we are actually starting to see youtube compete with google as a search engine for some age ranges However youtbe is also a source of information, tried and tested they know that they can find something of relevance through the most popular videos and category sections.
  • So if they are searching through the search bar, what motivates them to click on a video. Well for most it’s the relevancy of the result, similar to google they are used to searching for relevant content But getting to the top of the list and more importantly the quality of the picture – how engaging it is at first glance
  • In terms of the types of videos they watch, there are a fair few variances by age, but the wide variety of categories demonstrate the flexibility of youtube
  • Which is one of the key motivations for using youtube
  • Choice: “what you want, when you want it” – no timetables Diversity: millions of videos on almost any topic – no gatekeepers Taste: able to find your own interests and sense of humor Control: repeat, favorite, share Revisit: old content goes online Create: Produce and upload Explore: Chained content journeys
  • Methodology To further analyse how children consume online video, we plotted the most popular videos onto the above chart. Humour/entertaining content is typically: Light hearted, makes you laugh, shareable with anyone Reference/information content: about something you already like, teaches you something new, or more depth into something, more personalised, share with niche interest groups (close friends/family/clubs/online friends/networks) Professional content: Planned, professionally produced, scripted, visual fx, animation, etc (e.g films, TV series, music vids), high budget. User-generated content: Homemade, random, real events, people, pets, hobbies, family, low-or-no budget.
  • These videos are: Favourite videos from survey of 1000 kids (6-12), and follow-up survey Videos kids are watching from the Dubit toolbar diary Videos that exemplify kids’ video consumption e.g. ‘how to videos’ and ‘fail videos’ Top up research (June 23-26 th )– 20x kids (6-12) asked ‘What their favourite videos are, what videos watched recently, what videos they have shared’ this week
  • It turns out certain sectors of this chart are “hot spots” – where kids’ most popular and most often shared video fall
  • Take away the titles and see what those hotspots are At the corners – funny rules, whether it’s professional or user generated; in fact, light entertainment UGC as an entire quadrant is hot Music videos – primarily high-production value – are very popular; and The entire bottom of the chart is a hotspot – the kind of niche, informational, how-to content that kids actively seek out and share with their peer group.
  • Dubit's OFCOM Online Video Presentation

    1. 1. Online VideoConsumption
    2. 2. MethodologyDubit Research conducted an online survey during April 2011to understand how childrenconsume video online.The sample included: 1000 respondents Aged 6-12 years oldDubit Video DiaryDubit then invited the ‘top video consumers’ from the survey to participant in the online videodiary research. Fifty-four parents gave consent for Dubit to record the web address of anyvideos they watched online over the duration of one week.The results of this research were presented during the Children’s Media Conference 2011.
    3. 3. How much time do you spend watching the following each week? Total Take-up 97% 84% 57% 54% 37% 34% 19% 100% 6% 10% 1% 6% 75% 24% 23% 1% 2% 5% 1% 2% 50% 24% 10% 9% 34% 1% 16% 5% 1% 2% 15% 8% 5% 25% 41% 6% 1% 2% 26% 22% 19% 20% 19% 15% 0% Normal TV (Live) DVDs, Blu-Ray, or Videos on Recorded TV (e.g. TV On-Demand Videos on Videos on mobile videos (VHS) computer (e.g. Sky+) another gadget YouTube) Over 15 hours 10-15 hours 5-10 hours 2-5 hours 1-2 hours Under 1 hour(Base: 1000, 6-12 year olds)
    4. 4. Do you watch online video on any of these websites? YouTube: 53% of all 1,000 respondents 80% 66% 60% 40% 32% 29% 26% 22% 19% 20% 17% 17% 16% 14% 12% 9% 9% 9% 0%(Base: 795, 6-12 year olds who watch any videos online)
    5. 5. Are the kids watching YouTube? Of course they are…How much time do you spend watching videos on YouTube each week?(Base: 795, 6-12 year olds who watch any videos online)
    6. 6. 6 3% Type in se a rch26% view most popular videos 21% Browse by - Category
    7. 7. When you have a list of online videos to choosefrom, how do you usually decide which one towatch? (Base 529) Matches my search keywords 36% Best picture 30% Top of search list 26% t Video description 25% lis p of To %Suggested videos / recommendations 19% 26 Video with most views 18% Video with most stars 15% User favourites 11% 36% M Video duration atche 6% s se ar ch Video responses 5% Date uploaded 4% Promoted videos / sponsored videos 4% 30% Best Picture
    8. 8. Categorisation of videos watch online(Base: 795, 6-12 year olds who watch any videos online)
    9. 9. Targeted More randomsearching Funny / weirdFilm trailers, contentCartoons, Music Quick, entertaining,clips – ‘radio’ ‘video journeys’TV on demand / through links,catch up, series shareable – viralepisodes More UGC, amateurContent similar to More discoveryTVMore closed
    10. 10. Diversity / Choice Instant / Easy Ratings vs. TVChained content Sharingallows journeys
    11. 11. VIDEO TYPOLOGY Humour / Entertaining User generated contentProfessional Reference/ Information
    12. 12. VIDEO TYPOLOGY Humour / Entertaining User generated contentProfessional Reference/ Information
    13. 13. VIDEO TYPOLOGY Humour / Entertaining User generated contentProfessional Reference/ Information Hot spots – most popular/ shared
    14. 14. VIDEO TYPOLOGY Humour / Entertaining Professional Viral / Funny / Funny User generated contentProfessional Music Videos Microsharing / Niche content Reference/ Information Hot spots – most popular/ shared

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