The Wonderful World of YouTube - Dubit at iKids

Dubit Dubit work with childrens entertainment brands toresearch, build, and market new products. The wonderful world of David Kleeman Pete Robinson A dubit presentation - www.dubitlimited.com

Clients A dubit presentation - www.dubitlimited.com

Research Digital Marketing • NPD • Game Design • Game Seeding • Prototyping • Virtual Worlds • Beta Testing • Market Sizing • Mini-Games • Media Planning • Segmentation & Typology • iOS Apps • Facebook & Social • Campaign Tracking • Social Games • YouTube • Analytics • Virtual Goods • Evaluation A dubit presentation - www.dubitlimited.com

Consumption Tube-ology Behaviour and what this means A dubit presentation - www.dubitlimited.com

The adoption curve Insight Validation InsightFrequency happens happens happens here here. here Haters Lovers A dubit presentation - www.dubitlimited.com

The adoption curve Innovators Insight Validation InsightFrequency happens happens happens here here. here Haters Lovers A dubit presentation - www.dubitlimited.com

Innovators and me Insight Validation InsightFrequency happens happens happens here here. here Haters Lovers A dubit presentation - www.dubitlimited.com

Consumption Tube-ology Creation and what this means A dubit presentation - www.dubitlimited.com

Internet usage 80% 70% 60% 50% 40% 30% 20% 10% 0% Gaming Watch videos Music Watch live TV Chat to friends Social networking sites Skype Blogs 6-8 years old 9-10 years old 11-12 years old Q2. When using the internet how often do you? (USA & Canada 1,500 6-12s) A dubit presentation - www.dubitlimited.com

YouTube , it’s a big deal 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 6-8 9-10 11-12 A dubit presentation - www.dubitlimited.comDo you watch video on any of these websites? (USA & Canada 1,500 6-12s)

Video consumption Aged 6-8 Aged 9-10 Aged 11-12 Total consumption per week: Total consumption per week: Total consumption per week: 12hrs, 37 mins 14hrs, 2 mins 16hrs, 15 mins 8% 44% 7% 11% 10% 46% 10% 40% 9% 20% 8% 8%1% 16% 14% 9% 10% 2% 9% 3% 14% Normal TV TV on Demand Recorded TV DVD/video Videos on computer Videos on another gadget Q1.How much time do you spend watching each week? (USA & Canada 1,500 6-12s) A dubit presentation - www.dubitlimited.com

Video consumption Aged 6-8 Aged 9-10 Aged 11-12 Total consumption per week: Total consumption per week: Total consumption per week: 12hrs, 37 mins 14hrs, 2 mins 16hrs, 15 mins 8% 44% 7% 11% 10% 46% 10% 40% 9% 20% 8% 1% 16% 14% 8% 9% 10% 2% 9% 3% 14%1 hour of online video A dubit presentation - www.dubitlimited.com

Video consumption Aged 6-8 Aged 9-10 Aged 11-12 Total consumption per week: Total consumption per week: Total consumption per week: 12hrs, 37 mins 14hrs, 2 mins 16hrs, 15 mins 8% 44% 7% 11% 10% 46% 10% 40% 9% 20% 8% 1% 16% 14% 8% 9% 2% 10% 9% 3% 14%1 hour of online video 1 hour, 36 mins of online video A dubit presentation - www.dubitlimited.com

Video consumption Aged 6-8 Aged 9-10 Aged 11-12 Total consumption per week: Total consumption per week: Total consumption per week: 12hrs, 37 mins 14hrs, 2 mins 16hrs, 15 mins 8% 44% 7% 11% 10% 46% 10% 40% 9% 20% 8% 1% 16% 14% 8% 9% 2% 10% 9% 3% 14%1 hour of online video 1 hour, 36 mins of online video 2 hours, 33 mins of online video A dubit presentation - www.dubitlimited.com

Time spent on YouTube Average time spent on YouTube each week Aged 6-8 Aged 9-10 11-12 1 hour 6 minutes 1 hour 34 minutes 2 hours 34 minutes Q11. How much time do you spend watching videos on YouTube each week? (US and Canada 1500) A dubit presentation - www.dubitlimited.com

Time spent on YouTube Boy 1 hour 51 minutes 1 hour 44 minutes Girl 1 hour 31 minutes 1 hour 36 minutes Q11. How much time do you spend watching videos on YouTube each week? (US and Canada 1500) A dubit presentation - www.dubitlimited.com

Bieber fever A dubit presentation - www.dubitlimited.com

The next Justin Bieber? Please click here: http://www.youtube.com/watch?v=uU6U-8LP1DY

Online competes with ofﬂine "The big competitor in the UK for us is Sky Movies and Sky Atlantic,” Reed Hastings, Netﬂix A dubit presentation - www.dubitlimited.com

Consumption Tube-ology Creation and what this means A dubit presentation - www.dubitlimited.com

Online video Vs. traditional TV Diversity / Choice Chained content allows journeys Ratings / Social Niche / personal interest Repeat / Revisit Amateur / Homemade content Audience can also be producers Instant / Easy A dubit presentation - www.dubitlimited.com

Online video Vs. traditional TV Diversity / Choice Chained content allows journeys “Videos and music that you cant Ratings / Social ﬁnd other places…” Niche / personal interest Repeat / Revisit Amateur / Homemade content Audience can also be producers Instant / Easy A dubit presentation - www.dubitlimited.com

Online video Vs. traditional TV Diversity / Choice Chained content allows journeys “Videos and music that you cant Ratings / Social ﬁnd other places… and it is an Niche / personal interest easy source to ﬁnd things from that you are looking for” Repeat / Revisit Amateur / Homemade content Audience can also be producers Instant / Easy A dubit presentation - www.dubitlimited.com

Online video Vs. traditional TV Diversity / Choice Chained content allows journeys Ratings / Social “I sent my Mom a link to a Niche / personal interest Phineas & Ferb cartoon clip, send my Nana funny animals Repeat / Revisit stuff Ive seen” Amateur / Homemade content Audience can also be producers Instant / Easy A dubit presentation - www.dubitlimited.com

User typologies Boys 6 Years 18 Years Girls A dubit presentation - www.dubitlimited.com

User typologies Explorers: conﬁdent Boys and curious children 6 yrs 18 yrs Girls A dubit presentation - www.dubitlimited.com

User typologies Explorers: conﬁdent Boys and curious children 6 yrs 18 yrs Nurturers: Interested in pets and family Girls A dubit presentation - www.dubitlimited.com

User typologies Explorers: conﬁdent Boys and curious children Social: Interested in sharing experiences 6 yrs 18 yrs Nurturers: Interested in pets and family Girls A dubit presentation - www.dubitlimited.com

User typologies Self-Stampers: Identity- Explorers: conﬁdent driven show-offs wanting Boys to make their mark in the and curious children world Social: Interested in sharing experiences 6 yrs 18 yrs Nurturers: Interested in pets and family Girls A dubit presentation - www.dubitlimited.com

User typologies Self-Stampers: Identity- Explorers: conﬁdent driven show-offs wanting Boys to make their mark in the and curious children world Social: Interested in sharing experiences 6 yrs 18 yrs Oracles: These types are Nurturers: Interested interested in helping in pets, families Girls others by sharing their knowledge A dubit presentation - www.dubitlimited.com

Translating archetypes to YouTube Insight Validation Insight Frequency happens happens happens here here. here Haters Lovers A dubit presentation - www.dubitlimited.com

and the top videos are… A dubit presentation - www.dubitlimited.com

Monkey on a pig Please click here: http://www.youtube.com/watch?v=5_sfnQDr1-o

Talking twin babies Please click here: http://www.youtube.com/watch?v=_JmA2ClUvUY

Stop-motion animation Please click here: http://www.youtube.com/watch?v=ijpH6an-JIQ

Game advice videos Please click here: http://www.youtube.com/watch?v=lc42-LvvwbY

Video Typology Humour / Entertaining User generated content Professional Reference/ Information A dubit presentation - www.dubitlimited.com

Video Typology Humour/Entertaining User Generated Professional Reference/Information A dubit presentation - www.dubitlimited.com

Video Typology Hot spots – most popular/ shared Humour/Entertaining User Generated Professional Reference/Information A dubit presentation - www.dubitlimited.com

Player archetypes A dubit presentation - www.dubitlimited.com

Creating video 100% US Video creation curve Canada Video creation curve 80% % of videos created 60% 40% 20% Non-creators Low Medium High 0% 0% 20% 40% 60% 80% 100% % of kids A dubit presentation - www.dubitlimited.com

Uploading video 100% US Video uploader curve Canada Video uploader curve 80% % of videos uploaded 60% 40% 20% Non-uploaders Low Medium High 0% 0% 20% 40% 60% 80% 100% % of kids who record videos A dubit presentation - www.dubitlimited.com

Types of content recorded 6-8 years old 9-10 years old 11-12 years old 80% 70% 60% 50% 40% 30% 20% 10% 0% Family Yourself Pet Stunts Friends Hobbies A story Games VWs A dubit presentation - www.dubitlimited.comWhat things have you recorded? (US and Canada 1500)

Motivations for uploading 60% 50% 40% 30% 20% 10% 0% Share with friends It is fun The videos are funny I feel proud Something to do 6-8 years old 9-10 years old 11-12 years old To showcase me A dubit presentation - www.dubitlimited.comWhy do you upload videos to the web? (US and Canada 1500)

The essence of a good video Content Personality Funny, Entertaining Random, Unexpected Original / niche Genuine Helpful Social Celebrity / IP Searchable Cute Shareable A dubit presentation - www.dubitlimited.com

What sort of kids are there Explorers: conﬁdent Boys and curious children 6 yrs 18 yrs Girls A dubit presentation - www.dubitlimited.com

Hearing about videos 70% 60% 50% 40% 30% 20% 10% 0% Myself Family F2F YouTube TV Friends online Search-engine 6-8 years old 9-10 years old 11-12 years old Links on sites Other A dubit presentation - www.dubitlimited.comHow do you usually ﬁnd new videos to watch online (US and Canada 1500)

Hearing about videos - friends 70% 60% 50% 40% 30% 20% 10% 0% Myself Family F2F YouTube TV Friends online Search-engine 6-8 years old 9-10 years old 11-12 years old Links on sites Other A dubit presentation - www.dubitlimited.comHow do you usually ﬁnd new videos to watch online (US and Canada 1500)

How should you describe your video 60% 50% 40% 30% 20% 10% 0% Tell them what to search for via YouTube Describe what happened and let them ﬁnd it Tell them the character or show it is from Tell them exactly where the video is Tell them what to search for via Google 6-8 years old 9-10 years old 11-12 years old A dubit presentation - www.dubitlimited.com How do you describe a YouTube video to friends F2F that you think they should watch? (US and Canada 1500)

Hearing about videos - TV 70% 60% 50% 40% 30% 20% 10% 0% Myself Family F2F YouTube TV Friends online Search-engine 6-8 years old 9-10 years old 11-12 years old Links on sites Other A dubit presentation - www.dubitlimited.comHow do you usually ﬁnd new videos to watch online (US and Canada 1500)

Sharing a video 80% 70% 60% 50% 40% 30% 20% 10% 0% Told friends about it F2F the next day Told friends about it F2F more than a day late Told friends / posted a link the next day Told friends / posted a link about it, more than a day later None of these 6-8 years old 9-10 years old 11-12 years old A dubit presentation - www.dubitlimited.comHave you ever seen a TV show on TV and done any of the following? (US and Canada 1500)

Searching for videos V sh ows 11% T 62% s 7% m earch ovies 20% popular v ideos 15% Recom mended for 16% you categ or y A dubit presentation - www.dubitlimited.com

Choosing videos 37% Match es my searc h key words 27% The to pic 20% The Vi deo descrip tion 18% Top of the search list 13% Video with most v iews 18% Best p 10% Video icture with most s tar s A dubit presentation - www.dubitlimited.com

YouTube – the gateway 30% 25% 20% 15% 10% 5% 0% Seen a movie trailer then gone to see the Visited another website film to find out more Seen a music video and downloaded the album Seen a clip for a game and then bought it Seen a clip for a virtual world then played it Watched a TV show you heard of first on Bought a toy that you YouTube saw on YouTube 6-8 years old 9-10 years old 11-12 years old A dubit presentation - www.dubitlimited.comHave you ever watched anything on YouTube and then done any of the following? (US and Canada 1500)

Changing YouTube 17% 31% noticed the change to YouTube 23% 47% 2% 11% New layout is a lot better The new layout is a bit better It makes no difference Old layout is a bit better 69% did not notice the change to YouTube Did you notice the YouTube layout changed at the end of the year? Do you think the new YouTube layout is better or worse? (US and Canada 1500)

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Q&A peter.robinson@dubitlimited.com dkleeman@atgonline.org “Children and Media ProfessionalsGroup” on Facebook

The Wonderful World of YouTube - Dubit at iKids

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