0
MEASURING THE DIGITAL WORLD




       Online Video:
       The new face of the Internet
Impressive growth in Brazil

                                                                                          The...
Plenty of room for more too

                                                                                          The...
Stay tuned…



  ■ Introduction to comScore
                                                   - Who we are & what we do

...
MEASURING THE DIGITAL WORLD




        Company Background & Overview
About comScore: what we do & how



■ Actively recruit panelists from around the world through a variety of
  online chann...
Close to 2 million panelists worldwide, with data
collected from over 170 countries
34 Countries Processed and Reported Se...
MEASURING THE DIGITAL WORLD




       Online Video:
       A look at the traffic
Worldwide - Total unique visitors to YouTube.com
  and % reach of internet audience*




                                 ...
Total unique visitors to YouTube.com – broken
down by country




* comScore World Metrix universe is comprised of the aud...
Latin America - Total unique visitors to YouTube.com
  and % reach of internet audience*




                             ...
Brazil – Total unique visitors to YouTube.com
  and % reach of internet audience*




                                    ...
MEASURING THE DIGITAL WORLD




       Online Video in the US:
       A closer look
Broadband penetration in the US is increasing at a
    faster rate than unique visitor growth


                          ...
Broadband users stream much more



                                                                                      ...
Online video in US is a large part of user experience


                                                                  ...
Video consumption in US shows continued growth,
  with June 2008 reaching over 11.4 billion streams

                     ...
MEASURING THE DIGITAL WORLD




       Online Video in the US:
       A closer look at the audience
Streaming is well represented across all demographic
segments


                                                          ...
Streaming engagement by content category


                                                    Streamers                  ...
All streamers are not equal


                                                                                          Me...
The streamer segments are distinct


                                                   Gender                            ...
A closer look at the heavy streamers


                      Demographic Characteristics                                  ...
MEASURING THE DIGITAL WORLD




       Online Video in the US:
       Online vs TV, and trends of note
Online streamers are typically heavy consumers of
both TV and the Internet


                                          Hou...
In 2007, the Internet’s reach approached TV’s from
6 to 8pm and exceeded it from 8 to 10am

                              ...
Different content is being viewed online vs TV



  ■ The type of content consumed online is not necessarily the same
    ...
Full length shows vs highlights



  ■ The most popular content for full length shows is significantly different
    than ...
User-generated content vs professional content



■ The online video marketplace is dynamic, complex, growing and yet to
 ...
Streamers would rather watch an ad than pay a fee to
watch online videos

  ■ 60% of respondents would rather watch online...
Online video ad spending in the US forecasted to
grow 62% per year thru 2013



 ■ 56% growth forecasted ’08
   vs ’07
   ...
MEASURING THE DIGITAL WORLD




       Online Video:
       Conclusions
Conclusions



                                                                                                 What to wa...
MEASURING THE DIGITAL WORLD




       Thanks for your time and attention!

       http://www.comscore.com/slides
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Slides Com Score - TV 2.0

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Slides Pesquisa Com Score apresentado no Congresso TV 2.0 realizado em 2008 em São Paulo.

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Transcript of "Slides Com Score - TV 2.0"

  1. 1. MEASURING THE DIGITAL WORLD Online Video: The new face of the Internet
  2. 2. Impressive growth in Brazil The image cannot be display ed. Your computer may not hav e enough memory to open the image, or the image may hav e been corrupted. Restart y our computer, and then open the file again. If the red x still appears, y ou may hav e to delete the image and then insert it again. ■ Everyone is getting in to the game (both with UG and professional content) The image cannot be display ed. Your computer may not hav e enough memory to open the image, or the image may hav e been corrupted. Restart y our The image cannot be display ed. Your computer may not hav e enough memory to open the image, or the image may hav e been corrupted. Restart y our computer, and computer, and then open the file again. If the red x still appears, y ou may hav e to delete the image and then insert it again. then open the file again. If the red x still appears, y ou may hav e to delete the image and then insert it again. ■ UVs to Globo Videos up 35% in last eight months (5.9M in June) ■ UVs to YouTube.com up 42% in last eight months (9.1M in June) ■ Total visits to Globo Videos and YouTube.com up 25% and 50% in last eight months, respectively ■ Globo Videos reached 30% of Brazilian online population in June, YouTube.com reached 46% Proprietary and Confidential Do not distribute without written permission from comScore
  3. 3. Plenty of room for more too The image cannot be display ed. Your computer may not hav e enough memory to open the image, or the image may hav e been corrupted. Restart y our computer, and then open the file again. If the red x still appears, y ou may hav e to delete the image and then insert it again. ■ Brazil ranks 14 out of 37 countries in terms of average number of visits to The image cannot be display ed. Your computer may not hav e enough memory to open the image, or the image may hav e been corrupted. Restart y our The image cannot be display ed. Your computer may not hav e enough memory to open the image, or the image may hav e been corrupted. Restart y our computer, and multimedia sites each month computer, and then open the file again. If the red x still appears, y ou may hav e to delete the image and then insert it again. then open the file again. If the red x still appears, y ou may hav e to delete the image and then insert it again. ■ Low Broadband penetration limits engagement and audience ■ Brazil ranks 32 out of 37 in terms of average minutes per visitor ■ Brazil ranks 36 out of 37 in terms of average minutes per visit Proprietary and Confidential Do not distribute without written permission from comScore
  4. 4. Stay tuned… ■ Introduction to comScore - Who we are & what we do ■ A look at some trends in visitation - A look at global and regional traffic to select video sites ■ A look at online video in the US - The impact of Broadband - A closer look at the US online video audience - Online vs TV and other trends of note ■ Key points & conclusions - What to watch out for? Proprietary and Confidential Do not distribute without written permission from comScore
  5. 5. MEASURING THE DIGITAL WORLD Company Background & Overview
  6. 6. About comScore: what we do & how ■ Actively recruit panelists from around the world through a variety of online channels (www.permissionresearch.com) ■ All panel members voluntarily register to participate ■ Passively monitor, analyse and report panel’s online activity ■ Panel is a representative cross section of the global online population ■ Help clients better understand the Internet, how it is being used, by whom, where, and when, and how it can deliver superior ROI ■ comScore offers a variety of syndicated services and customized research solutions providing insight in to online behavior = A global leader in measuring the digital world Proprietary and Confidential Do not distribute without written permission from comScore
  7. 7. Close to 2 million panelists worldwide, with data collected from over 170 countries 34 Countries Processed and Reported Separately The image cannot be display ed. Your computer may not hav e enough memory to open the image, or the image may hav e been corrupted. Restart y our computer, and then open the file again. If the red x still appears, y ou may hav e to delete the image and then insert it again. Proprietary and Confidential Do not distribute without written permission from comScore 7
  8. 8. MEASURING THE DIGITAL WORLD Online Video: A look at the traffic
  9. 9. Worldwide - Total unique visitors to YouTube.com and % reach of internet audience* Total… 400,000 40.0 200,000 20.0 0 0.0 * comScore World Metrix universe is comprised of the audience ages 15+, accessing from home and work locations Source: comScore Media Metrix, comScore Video Metrix Proprietary and Confidential Do not distribute without written permission from comScore
  10. 10. Total unique visitors to YouTube.com – broken down by country * comScore World Metrix universe is comprised of the audience ages 15+, accessing from home and work locations Source: comScore Media Metrix – June 2008 Proprietary and Confidential Do not distribute without written permission from comScore
  11. 11. Latin America - Total unique visitors to YouTube.com and % reach of internet audience* Total… 40,000 100.0 20,000 50.0 0 0.0 * comScore World Metrix universe is comprised of the audience ages 15+, accessing from home and work locations Source: comScore Media Metrix Proprietary and Confidential Do not distribute without written permission from comScore
  12. 12. Brazil – Total unique visitors to YouTube.com and % reach of internet audience* Total… 10,000 50.0 5,000 0 0.0 * comScore World Metrix universe is comprised of the audience ages 15+, accessing from home and work locations Source: comScore Media Metrix Proprietary and Confidential Do not distribute without written permission from comScore
  13. 13. MEASURING THE DIGITAL WORLD Online Video in the US: A closer look
  14. 14. Broadband penetration in the US is increasing at a faster rate than unique visitor growth Total Internet Population and Home Broadband Penetration July ’08 84.8% Home Broadband Penetration 189 Million Internet Users Source: comScore Media Metrix Proprietary and Confidential Do not distribute without written permission from comScore
  15. 15. Broadband users stream much more In general, Broadband Users: – Spend 50% more time online – Consume 5x as many pages – Visit the Internet 5x as often Broadband users: 2.5B total visits to YouTube.com globally in July, with avg of 16.6 minutes per visit Dial-up users: 19M total visits to YouTube.com globally in July, with avg of 10.2 minutes per visit Source: comScore Media Metrix, March 2008; comScore Marketing Solutions Proprietary and Confidential Do not distribute without written permission from comScore
  16. 16. Online video in US is a large part of user experience Total Internet users (millions) Percent of Internet users who streamed 195 90.00% 80.00% 190 70.00% 185 60.00% 180 50.00% 175 40.00% 170 30.00% 165 20.00% 160 10.00% 155 0.00% FLV Measurement was added in July 2006 driving a large part of the incremental growth versus June and prior months. Source: comScore Media Metrix, comScore Video Metrix Proprietary and Confidential Do not distribute without written permission from comScore
  17. 17. Video consumption in US shows continued growth, with June 2008 reaching over 11.4 billion streams US online video audience in June 2008 was 142 million Number of people streaming Streams 160,000,000 14,000,000,000 140,000,000 12,000,000,000 120,000,000 10,000,000,000 100,000,000 8,000,000,000 80,000,000 6,000,000,000 60,000,000 4,000,000,000 40,000,000 2,000,000,000 20,000,000 0 0 *FLV Measurement was added in July 2006 driving a large part of the incremental growth versus June and prior months. **Fox Interactive Media was not included in the November report due to an unusual implementation of an RTMP on MySpace which did not allow us to accurately distinguish video streams from audio streams. Source: comScore Media Metrix, comScore Video Metrix Proprietary and Confidential Do not distribute without written permission from comScore
  18. 18. MEASURING THE DIGITAL WORLD Online Video in the US: A closer look at the audience
  19. 19. Streaming is well represented across all demographic segments Total Internet Video Streaming Index to Total Internet All Females 51% 50% 99 All Males 49% 50% 101 Female: 18+ 41% 41% 100 Female: 18-34 14% 14% 101 Female: 25-49 22% 23% 104 Female: 25-54 27% 27% 103 Female: 55+ 8% 7% 93 Male: 18+ 39% 40% 101 Male: 18-34 13% 14% 107 Male: 25-49 21% 22% 104 Male: 25-54 25% 26% 103 Male: 55+ 8% 8% 92 Persons: 18+ 80% 81% 101 Persons: 18-34 28% 29% 104 Persons: 25-49 43% 45% 104 Persons: 25-54 51% 53% 103 Persons: 55+ 16% 15% 92 Source: comScore Video Metrix, June 2008 Proprietary and Confidential Do not distribute without written permission from comScore
  20. 20. Streaming engagement by content category Streamers Streamer Streams Streams/ Minutes/ (MM) Reach (MM) Streamer Streamer Entertainment 103 75% 2,445 24 65 Multimedia 83 61% 1,545 19 57 TV 36 26% 361 10 24 Multimedia, which includes Entertainment - Music 25 18% 191 8 21 sites like YouTube and Kids 25 19% 324 13 15 MTV, appears to be the Entertainment - Movies 18 13% 55 3 4 most popular among Radio entertainment streamers: 13 10% 106 8 19 Humor 6 5% 31 5 9 •Over 1.5 billion streams Entertainment - News 6 4% 23 4 4 are served in the Portals multimedia category by 92 67% 1,123 12 17 over 83 million streamers Conversational Media 54 40% 538 10 13 Social Networking 53 39% 534 10 13 •Users are viewing these Retail 27 20% 125 5 26 streams on average for News/Information 57 minutes each month! 45 33% 300 7 12 General News 35 26% 221 6 12 Weather 8 6% 24 3 2 Sports 21 15% 155 8 21 Community 32 24% 303 9 13 Family 22 16% 256 12 13 Source: comScore Video Metrix, June 2008 Proprietary and Confidential Do not distribute without written permission from comScore
  21. 21. All streamers are not equal Medium Streamer Heavy Streamer Light Streamer % of 20% 30% 50% Population 6 mins 841 mins 77 mins Avg. Monthly Time 87% 12% 2% Streaming 8 Videos 247 Videos 50 Videos Avg. Number of Videos Viewed 72% 22% 6% Based on total number of videos streamed during one month Source: comScore Marketing Solutions Proprietary and Confidential Do not distribute without written permission from comScore
  22. 22. The streamer segments are distinct Gender Age Household Income Household Size Proprietary and Confidential Do not distribute without written permission from comScore
  23. 23. A closer look at the heavy streamers Demographic Characteristics Media Consumption Average weekly consumption Skews compared to Total Internet ■ 69% watch TV 7+ hours ■ 18-24 age group ■ 36% use the Internet 13+ hours ■ Males ■ 21% listen to the radio 7+ hours ■ $100K+ ■ Household Size: 1 Top Streaming Sites Top Streaming Categories YouTube.com Entertainment ■ ■ MySpace.com XXX Adult ■ ■ Yahoo! Portals ■ ■ Viacom Digital Services ■ ■ AOL Conversational Media ■ ■ Proprietary and Confidential Do not distribute without written permission from comScore 23
  24. 24. MEASURING THE DIGITAL WORLD Online Video in the US: Online vs TV, and trends of note
  25. 25. Online streamers are typically heavy consumers of both TV and the Internet Hours per Week Consuming Media 1. 69% of streamers view 40% TV for 7 or more hours Internet TV Radio per week 30% 20% 2. 40% view TV for 13 or more hours per week 10% 0% 3. Slightly less spend 7 or Never Less Less 1 to 2 3 to 6 7 to 13 More more hours per week on than than 1 hours hours hours than 13 the Internet (56%) once hour hours per week 1a. Using the scale below, please tell us on average, approximately how many hours per week you spend doing each of the following? Proprietary and Confidential Do not distribute without written permission from comScore 25
  26. 26. In 2007, the Internet’s reach approached TV’s from 6 to 8pm and exceeded it from 8 to 10am 70 60 TV 50 % People 15+ Using Medium 40 30 Internet Internet TV 20 10 0 Midnight 2:00 AM 4:00 AM 6:00 AM 8:00 AM 10:00 12:00 2:00 PM 4:00 PM 6:00 PM 8:00 PM 10:00 AM PM PM Source: National People Meter (US), comScore Media Metrix 2007 Proprietary and Confidential Do not distribute without written permission from comScore
  27. 27. Different content is being viewed online vs TV ■ The type of content consumed online is not necessarily the same content that is most popular in viewing on TV ■ This confirms that streamers are using online video as a complement to television – not a replacement Top TV Genres Top Internet Streaming Categories Favorite “Live” TV Genre: Internet Categories by Highest Reach Sports Events Entertainment - Multimedia ■ ■ Drama Portals ■ ■ News Conversational Media ■ ■ Science Fiction TV ■ ■ Situation Comedy XXX Adult ■ ■ Talent/Reality News/Information ■ ■ Proprietary and Confidential Do not distribute without written permission from comScore 27
  28. 28. Full length shows vs highlights ■ The most popular content for full length shows is significantly different than the most popular for abbreviated versions or “highlights” ■ Streamers are viewing content more suited to highlights such as general, sports, and entertainment news, while watching full length programming in the form of TV shows and movies Top Online Content for Full Show Top Online Content for Highlights Drama Sports news/updates ■ ■ Feature Films Entertainment news ■ ■ Science Fiction Sports events ■ ■ Daytime Soaps News ■ ■ Situation Comedy Instruction/Advice/Talk ■ ■ Game Shows Animation/Cartoons ■ ■ Proprietary and Confidential Do not distribute without written permission from comScore 28
  29. 29. User-generated content vs professional content ■ The online video marketplace is dynamic, complex, growing and yet to be fully monetized ■ New types of online video and video properties emerging each month (UGC, branded content, TV shows, web-isodes etc.) ■ Advertisers insecure with UGC, more comfortable with premium content ■ UGC represents almost 95% of the traffic, but 5% of the advertising ■ Ad-supported premium content growing rapidly - ABC, CBS, NBC, Fox and MTV offer ad-supported streaming ■ There is more video ad space available now than in the past. More and more video content will become ad supported, not just paid-downloads Proprietary and Confidential Do not distribute without written permission from comScore
  30. 30. Streamers would rather watch an ad than pay a fee to watch online videos ■ 60% of respondents would rather watch online video ads than pay a fee ■ 36% don’t mind advertisements less than 15 seconds ■ Only 28% feel that online ads are more disruptive than television ads Proprietary and Confidential Do not distribute without written permission from comScore 30
  31. 31. Online video ad spending in the US forecasted to grow 62% per year thru 2013 ■ 56% growth forecasted ’08 vs ’07 62% ■ 62% avg for ’07 thru ’13 ■ Total online expected to grow 17% in ’08 ■ Will account for 9.8% of all online spending in 2013 56% ■ $324 million in ’07 is only 0.5% of total ad dollars spent on TV Source: eMarketer, August 2008 Proprietary and Confidential Do not distribute without written permission from comScore 31
  32. 32. MEASURING THE DIGITAL WORLD Online Video: Conclusions
  33. 33. Conclusions What to watch for in Brazil The State of Online Video ■ Increasing Broadband access will greatly ■ Usage goes mainstream – visitation and increase audience & engagement, clear engagement very impressive signs of market potential - Almost 300M UVs to YouTube.com in ■ Viral effect - sharing / embedding and June 2008, up more than 50% YOY interactivity becoming more popular - 5.9M UVs to Globo Videos in June ■ Online video not only UGC, major ■ Diverse audiences consuming various advertisers and studios should plan types of online video (shows, highlights) accordingly ■ Heaviest consumers of video tend to ■ Different kinds of content consumed skew to Males below the age of 35 online, not just sports and news ■ In the US, the Internet had a larger ■ Online video advertising to increase reach than TV from 8-10am last year rapidly ■ Many online video alternatives – major ■ Brand marketers experiment, as do networks, UGC, independent s etc. publishers with new ad and content formats Proprietary and Confidential Do not distribute without written permission from comScore
  34. 34. MEASURING THE DIGITAL WORLD Thanks for your time and attention! http://www.comscore.com/slides
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