Ooyala video-index-report-Q3-2011

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Ooyala video-index-report-Q3-2011

  1. 1. VIDEO INDEXREPORTQ3 2011
  2. 2. VIDEOMIND VIDEO INDEX REPORTTABLE OF CONTENTSMETHODOLOGY ....................................................................... 5Data sources & sample size ....................................................... 5Data collection............................................................................ 5Analysis & metrics ...................................................................... 5VIEWER BEHAVIOR & ENGAGEMENT .................................... 6Device type: Mobile, tablet,connected TV devices and game consoles ................................ 7Content length ............................................................................ 8Day of week: Desktop & Connected TV Devices ........................ 9Social media & video sharing ................................................... 10MULTI-DEVICE VIDEO DELIVERY ......................................... 11Mobile ....................................................................................... 12Tablets ...................................................................................... 13iOS vs. Android ........................................................................ 14Connected TV devices and game consoles ............................. 15INDUSTRY VERTICALS .......................................................... 16Television .................................................................................. 18Print .......................................................................................... 20Online Media ............................................................................ 21Consumer Brands .................................................................... 22APPENDIX ............................................................................... 23Glossary ................................................................................... 23Metrics & definitions ................................................................. 23Caveats, disclaimers, & assumptions....................................... 24
  3. 3. VIDEOMIND VIDEO INDEX REPORT EXECUTIVE SUMMARYOoyala’s technology helps media companies and marketers around the globe manage,monetize, deliver and analyze their videos across a variety of platforms and devices. Theinformation generated each day provides Big Data insights into global viewer engagement,multi-device viewing, content discovery, sharing via social media, and hundreds of other trendsand variables.This new report marks the first time Ooyala has offered a quarterly overview of the state ofonline video. The data set is vast: Ooyala handles more than 1 billion analytics pings per day,which reflect the anonymized viewing behavior of over 100 million monthly global unique users.Ooyala distills this data to help publishers make better decisions on how to tap new markets,grow audiences and increase revenue. (Details on data and methodology can be found later inthis report.)Key findings:• Tablets dominated viewer engagement across all videos played in Q3. Viewers with tablets averaged nearly 30 percent more viewing time per play than those who watched on desktops—and completed videos at double the desktop rate.!" #$%%&(&)"*+")&,-&."/%)"0/1&"$%.$2&."/3&"(/4-%0"$55. Video plays tripled in Q3 alone.!" +-&6&3."2-4&"($"6/(7"2$%085$31"$%(&%("$%"9-0".3&&%.. For videos more than 10 minutes long, viewers using connected TV devices and game consoles were more than twice as likely to complete a video than viewers on desktops.• *7&":$:;2/3-(<"$5"=/&9$$4",/3-&."03&/(2<"/1$%0"$;%(3-&. when it comes to sharing video. Facebook is 17 times more popular than Twitter in Italy, for instance, but the two social media sites are on par in Japan.!" ->/)."3;.7&)"?%)3$-)"(/92&(."-%"(&31."$5"($(/2"/;)-&%&".-@&A accounting for 97 percent of all tablet video plays. 3
  4. 4. VIDEOMIND VIDEO INDEX REPORTA MESSAGE FROM OOYALAOoyala was founded to help companies personalize their consumer media experience andincrease reach, engagement, revenue and consumer satisfaction. To achieve this mission, we’veinvested heavily to build a truly robust and scalable real-time video analytics system. We’ve alsogone to great lengths to anonymize our user viewership data to protect user privacy.The VideoMind Video Index report is designed to help publishers give consumers a better videoexperience. We recently launched a new quantitative analysis team, led by a PhD in physicsand applied mathematics, to work with our publishers and help them improve their online videostrategies.Among the slew of interesting Big Data findings outlined in this report, I found the followingtrends particularly telling.First, viewers love their tablets and continue to warm up to their connected TV devices andgame consoles. Averaged across all plays in Q3, they were more engaged when watching ontablets than on any other device. When looking just at long-form videos, viewers who watchedon connected TV devices and game consoles were most engaged, followed closely by (youguessed it) tablet viewers.Second, a number of clues suggest that viewers are turning to social media to share videocontent. Our data indicates that Facebook is far and away the most popular way to share video.The full promise of Social TV has yet to be realized, but we see strong signals that viewersincreasingly prefer to engage social media and video content together.The final observation—and perhaps the most obvious—is that people are watching moreand more online video. Simply put, we’re in the midst of a fundamental shift in how peopleeverywhere watch TV, film and video content. And I think this trend validates much of what webelieved when we set out, nearly five years ago, to build the future of personalized media: thatviewers want to watch what they want, when they want, and on whatever device they want. Newchallenges exist for video publishers, but potential audiences have never been bigger.We hope you find this report interesting and useful. If you have thoughts on how future editionsmight be improved, please send your ideas to videoindex@ooyala.com. We look forward tohearing from you.Thanks for watching,B-.1/34"C&:&Co-founder & President of Products, Ooyala 4
  5. 5. VIDEOMIND VIDEO INDEX REPORTMETHODOLOGY!"#"$%&()*%$+$%",-.*$%/0*The data sample used in this report covers the third quarter of 2011, from July 1 through September 30. Thedata was taken from an anonymous cross-section of Ooyala’s customer and partner database—an array ofbroadcasters, studios, cable operators, print publications, online media and consumer brand companies in over30 different countries. Collectively, our customers’ video streams are watched in 100 countries across more than5,000 unique domains, and more than 100 million unique viewers watch an Ooyala-powered video every month.The data sample is not intended to represent the entire Internet or all online video viewers.!"#"$)&..*)#/&1Data is tracked by Ooyala’s video analytics technology. During playback, Ooyala’s video player continuouslygathers information and relays it back to an analytics module, which stores the data in a distributed file systemcalled Hadoop. Viewer statistics are then complied in near-real time and stored in a Cassandra data cluster,where the information is made readily available for analysis."1".2%/%$+$,*#(/)%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)For more details on specific metrics and measures, please see the Metrics & Definitions section in the appendix.
  6. 6. VIDEOMIND VIDEO INDEX REPORTVIEWER BEHAVIOR& ENGAGEMENTOoyala’s video analytics technology tracks Across the entire data set, the averagemany key viewer engagement metrics, conversion rate increased in Q3, risingincluding conversion rate,1 video completion to 35.1 percent from 32.6 percent in Q2.rate and sharing events. Combined with data The average time watched per play grewon variables like device type and geography, considerably quarter over quarter, rising 26.5these metrics can be used to understand percent in Q3.viewer behavior. Avg. Conversion Rate Q3, 2011 80% Conversion rate (plays/displays) 60% 40% 20% 0% Desktop Mobile Tablet Connected TV Devices and Game Consoles VIDEOMIND Video Index KEY TAKEAWAYS D&,-&"(<:&"/%)" F&&4)/<."(3;1:" Viewer engagement When it comes to video .3&&%".-@&"1/((&3E 6&&4&%).E Viewers was generally higher sharing, =/&9$$4" In Q3, people who tend to watch more on mobile devices beats Twitter in most watched on a tablet online video during than on desktops— parts of the world— were more than twice the week—especially &,&%"5$3"2$%085$31" especially Taiwan, Italy as likely to finish an on desktops—though videos. Mobile viewers and Australia. entire video than there are exceptions. completed 3/4 of viewers on a desktop. a long-form video at a rate of 20 percent, compared to 18 percent for desktops.1 The ratio of video displays to video plays. For more details, please see the appendix.
  7. 7. VIEWER BEHAVIOR & ENGAGEMENT !*3/)*$#2-*4$,&5/.*6$#"5.*#6$$ )&11*)#*!$#3$!*3/)*%$"1!$7",*$)&1%&.*% As a general rule, device type heavily influences viewer engagement. In Q3, tablet viewers were the most engaged, while desktop and laptop viewers were relatively less engaged. For each desktop viewer who completed a video in Q3, for instance, 2+ viewers did the same while watching on a tablet. Across all plays, the video completion rate for mobile devices was slightly higher than that for connected TV devices and game consoles. Viewer Engagement: By Device Q3, 2011 80% Desktop Mobile Tablet Connected TV Devices 60% and Game Consoles % of audience 40% 20% 0% Watched 1/4 Watched half Watched 3/4 Completed video VIDEOMIND Video Index VIDEOMIND VIDEO INDEX REPORT 7
  8. 8. VIEWER BEHAVIOR & ENGAGEMENT)&1#*1#$.*17#8 Avg. Content Length & Device Type, Q3, 2011 100% 10+ minQ3 data suggests that viewers 6-10 minare turning to their tablets, mobile 3-6 mindevices and especially their 1-3 min % of total hours watchedconnected TV devices and game 75% < 1 minconsoles to watch medium- andlong-form videos. Desktops orlaptops are far more likely to be 50%used to watch short clips. Videosshorter than three minutes, forinstance, accounted for morethan half (52 percent) of the hours 25%of content viewed on desktops.That same measure is 42 percentfor mobile devices, 29 percent 0%for tablets and just 6 percent for Desktop Mobile Tablet Connected TV Devices and Game Consolesconnected TV devices and gameconsoles. VIDEOMIND Video IndexBy contrast, longer-form videosrepresent a bigger share of thehours played on non-desktopdevices. Videos 10 minutes orlonger accounted for 30 percent Viewer Engagement on Videos Longer than 10 min Q3, 2011of the hours watched on mobile 40%devices, 42 percent on tablets and % of audience that watched 3/4nearly 75 percent on connectedTV devices and game consoles. 30%Notably, videos shorter than aminute were just 7 percent of thetotal hours watched on tablets 20%and 2.2 percent for connected TVdevices and game consoles.The data indicates that viewers 10%who watch on connected TVdevices and game consolescomplete longer-form content at 0%a higher rate than viewers whowatch on any other device. Desktop Mobile Tablet Connected TV Devices and Game Consoles VIDEOMIND Video Index VIDEOMIND VIDEO INDEX REPORT 8
  9. 9. VIEWER BEHAVIOR & ENGAGEMENT !"2$&9$:**;4$!*%;#&-$+$)&11*)#*!$#3$!*3/)*% Viewers tend to watch more online video on weekdays.2 The most notable exception was publishers in the online media vertical, who recorded higher-than-average viewing times during the weekend on mobile devices, tablets, and connected TV devices and game consoles. (Ooyala’s customers are separated into four industry verticals. The online media vertical includes companies that were explicitly founded as Web-based companies and publish video primarily online. A full explanation is outlined in the Industry Verticals section.) Q3 data suggests that on weekdays, viewers typically watch longer on desktops, regardless of industry vertical. Weekend Viewing Habits Q3, 2011 TV Connected TV Devices Print and Game Consoles Online Media Consumer brands Tablet Mobile Desktop -60% -30% 0% 30% 60% Watched less on weekends Watched longer on weekends (% less than average time watched) (% more than average) VIDEOMIND Video Index2 Across Ooyala’s database, viewership data are tracked on a daily basis. More granular reporting—on a time-of-day basis, for example—is enabled by Custom Analytics, an extension of our core analytics module. Because that extension isn’t deployed universally across the database, insights are limited to day of week. VIDEOMIND VIDEO INDEX REPORT 9
  10. 10. VIEWER BEHAVIOR & ENGAGEMENT %&)/".$,*!/"$+$3/!*&$%8"(/17 Ooyala’s video player makes content sharing easy, and our analytics module tracks sharing events to help publishers learn how viewers are engaging with their content. The aggregated data reveal how viewers around the world use social media and video together. A snapshot of Ooyala’s top 20 countries in terms of sharing activity in Q3 can be seen below. Generally speaking, Facebook is a more popular means of sharing video than Twitter—but that margin varies widely depending on region. In Japan, for instance, there’s approximately a 1:1 ratio between Facebook and Twitter sharing. By contrast, in Italy, sharing on Facebook is 17 times more popular than on Twitter. Social Media & Online Video: Facebook vs. Twitter Q3, 2011 Taiwan Italy Australia Philippines France India United States Spain Canada Germany Mexico United Kingdom Brazil Argentina Colombia Netherlands Singapore Venezuela South Korea Japan 0 5 10 15 20 # Videos shared on Facebook for every 1 video shared via Twitter VIDEOMIND Video Index VIDEOMIND VIDEO INDEX REPORT 10
  11. 11. VIDEOMIND VIDEO INDEX REPORTMULTI-DEVICEVIDEO DELIVERYAcross the data set, desktops account for Let’s set aside desktop systems for athe bulk of total displays, total plays and moment. Among other devices, mobiletotal number of hours watched. However, devices accounted for the biggest share ofviewers are watching an increasing amount total hours played in Q3, with 48 percent.of content on other device types, namely Plays on tablets were a close second,mobile devices, tablets, and connected TV accounting for 45 percent, while connecteddevices and game consoles.3 TV devices and game consoles earned 6.4 percent of total hours played.3% of Total Hours Played by Device: Mobile, Tablet,Connected TV Devices & Game Consoles Q3, 2011 6.4% Mobile 48.3% Tablet Connected TV Devices 45.3% and Game Consoles VIDEOMIND Video Index KEY TAKEAWAYS ->/)."/3&"4-%0"$5" >;92-.7&3."%&&)"/" *7&"/1$;%("$5",-)&$" (7&"(/92&(.E The iOS (/92&(",-)&$".(3/(&0<E" :2/<&)"$%")&,-&." devices are currently Compared to desktops, 2-4&"G$$02&"*+A"B$H&&" responsible for the the average time /%)">2/<I(/(-$%"-." vast majority of video watched per play in Q3 03$6-%0"3/:-)2<E During played on tablets, was 28 percent longer Q3, the amount of time accounting for 97.7 on tablets. watched on connected percent of total plays TV devices and game in Q3. consoles tripled.3 !"#$%#&%##&(#&)"*%%$+,&-*+&.#/011*0%&*-&2*,$"$3%&.#415#6,7#&5$#8*+1#%9
  12. 12. MULTI-DEVICE VIDEO DELIVERY ,&5/.* In Q3, the average time watched per play on mobile devices was on par with the average time on desktops. A comparison of 25- and 75-percent video completion rates, however, reflects that mobile viewers were on average more engaged than their desktop counterparts. Viewer Engagement: Desktop vs. Mobile Q3, 2011 80% Desktop Mobile 60% % of audience 40% 20% 0% Watched 1/4 Watched 3/4 VIDEOMIND Video Index VIDEOMIND VIDEO INDEX REPORT 12
  13. 13. MULTI-DEVICE VIDEO DELIVERY #"5.*#% Tablet viewers on average watch longer than viewers on desktops or mobile devices. For each minute watched on a desktop, tablets recorded 1:17 in played content— 28 percent longer than the desktop average. Video completion rates for tablets were consistently more than double the completion rates for desktops and around 30 percent higher than for mobile devices. Viewer Engagement: Desktop, Mobile & Tablet Q3, 2011 80% Desktop Mobile Tablet 60% % of audience 40% 20% 0% Watched 1/4 Watched 3/4 VIDEOMIND Video Index VIDEOMIND VIDEO INDEX REPORT 13
  14. 14. MULTI-DEVICE VIDEO DELIVERY<&%$=>?$"@ABC<A 7%Together, iOS and Android devicesaccount for more than 90 percentof the video hours played on tablets 21.2% % of total displays, Q3, 2011and mobile devices across Ooyala’sdatabase. iPads were responsible for iPhonethe vast majority of video played on Android mobilea tablet in Q3, accounting for 99.4 Mobile: Otherpercent of displays, 97.7 percent of 71.8%total plays and 95.7 percent of totalhours streamed.That noted, in Q3 the averageconversion rate for Android mobile VIDEOMIND Video Indexdevices (45 percent) was considerablyhigher than that of iPhones (22percent). The average conversion 7%rate for videos on Android tablets(47 percent) was likewise higher thanthe comparable figure for iPads (13 % of total plays, Q3, 2011percent). 36.8% iPhone 56.2% Android mobile Mobile: Other VIDEOMIND Video Index 6.5% % of total hours played, Q3, 2011 44.4% iPhone Android mobile 49.1% Mobile: Other VIDEOMIND Video Index VIDEOMIND VIDEO INDEX REPORT 14
  15. 15. MULTI-DEVICE VIDEO DELIVERYConversion rates were higher for Viewer Engagement on Tablets: iPad vs. Android Q3, 2011Android, but viewer engagement 100%rates were higher on iPads. About Android Tablet48 percent of iPad viewers watched iPadthree-quarters of their video in Q3, 75%while 41 percent of Android viewers % of audiencedid so. Viewers completed videos ata rate of 38 percent on iPad and 36 50%percent on Android tablets.Note that these viewer engagement 25%trends on iOS and Android devicesmay vary depending on industryvertical. (See the Industry Verticals 0%section below.) Watched 1/4 Watched half Watched 3/4 Completed video VIDEOMIND Video Index)&11*)#*!$#3$!*3/)*%$"1!$7",*$)&1%&.*%Connected TV devices and game consoles account for a small share of the plays in Ooyala’s database, butthe third quarter saw remarkable growth in the amount of video played on these devices. In three out ofthe four industry verticals, video played on connected TV devices and game consoles grew more than 200percent over the second quarter. Moreover, compared to desktops, they had higher viewer-engagement ratesthan desktops. Viewer Engagement: Desktop vs. Connected TV Devices and Game Consoles Q3, 2011 80% Desktop Connected TV Devices and Game Consoles 60% % of audience 40% 20% 0% Watched 1/4 Watched 3/4 VIDEOMIND Video Index VIDEOMIND VIDEO INDEX REPORT 15
  16. 16. VIDEOMIND VIDEO INDEX REPORTINDUSTRY VERTICALSOoyala’s customers fall into four broad industry verticals: TV, print, online media andconsumer brands.• The (&2&,-.-$%",&3(-/2 includes companies involved in the creation, distribution or curation of content for film and television. Sub-verticals include studios, broadcasters, networks, and cable and satellite operators.• The :3-%(",&3(-/2 includes media companies that are historically focused on the creation of print content, but which now use video as a complement to their content offerings.• The online media vertical features media companies founded explicitly as Web properties.• The $%.;1&3"93/%).",&3(-/2 refers to any and all companies that use video to promote their brand, products or services. % of Total Time Watched, by Vertical, Q3, 2011 6.6% 5.1% 42.1% TV Online Media Print Consumer Brands 46.1% VIDEOMIND Video Index KEY TAKEAWAYS Viewers watched For the print vertical, Online media For the consumer more long-form TV viewer engagement companies exhibited brands vertical, viewers content on tablets and rates were nearly the lowest viewer were the least engaged connected TV devices identical for Android engagement rates on when watching on and game consoles tablets and iPads. desktops of all the four mobile devices. relative to desktops. industry verticals.
  17. 17. INDUSTRY VERTICALS Video plays by mobile, Q3, 2011 100% Consumer Brands Online Media Print 75% % of total plays TV 50% 25% 0% < 1 min 1-3 min 3-6 min 6-10 min 10+ min Video length VIDEOMIND Video Index In Q3, the TV vertical saw a bigger share of its long-form videos watched on mobile devices and tablets, while the print vertical had a larger portion of shorter-form content. Video plays by tablet, Q3, 2011 100% Consumer Brands Online Media Print 75% % of total plays TV 50% 25% 0% < 1 min 1-3 min 3-6 min 6-10 min 10+ min Video length VIDEOMIND Video Index Audiences watched more shorter-form content from print media companies on their tablets. But videos from the TV industry dominated longer-form content viewed on tablets. VIDEOMIND VIDEO INDEX REPORT 17
  18. 18. INDUSTRY VERTICALS#*.*3/%/&1 TV Vertical: Hours Played by Device Type, Q3, 2011In Q3 non-desktop plays, mobiledevices accounted for just over half 11.7%of all the hours of TV video contentplayed. Tablets had the second-biggest share at 38 percent whileconnected TV devices and game Mobileconsoles had the smallest share at 50.3% Tablet11.7 percent. Connected TV Devices 38% and Game ConsolesIn longer-form video content, viewersexhibited a strong preference fortablets, connected TV devices andgame consoles. Videos 10 minutesor more in length accounted for 56percent of the video played on tabletsand 84 percent played on connected VIDEOMIND Video IndexTV devices and game consoles. Bycomparison, longer-form videosaccounted for just 28 percent ofthe video played on a desktops orlaptops. TV: Content Length & Device Type, Q3, 2011 100% 10+ min 6-10 min 3-6 min % of total hours played 75% 1-3 min < 1 min 50% 25% 0% Desktop Mobile Tablet Connected TV Devices and Game Consoles VIDEOMIND Video Index VIDEOMIND VIDEO INDEX REPORT 18
  19. 19. INDUSTRY VERTICALS TV Vertical: Viewer Engagement, Q3, 2011 100% Desktop Mobile Tablet 75% Connected TV Devices and Game Consoles % of audience 50% 25% 0% Watched 1/4 Watched half Watched 3/4 Completed video VIDEOMIND Video Index Viewers watching TV content, regardless of length, were most engaged when viewing on tablets, followed by connected TV devices and game consoles. They were least engaged on desktops. TV Vertical: Viewer Engagement on iPad vs. Android Tablet Q3, 2011 100% Android Tablets iPad 75% % of audience 50% 25% 0.00% Watched 1/4 Watched half Watched 3/4 Completed video VIDEOMIND Video Index The data suggests4 that viewers of TV content are more engaged when watching on an iPad than on an Android tablet. For every 1 million viewers who started a video on an Android, about 360,000 completed it. For every 1 million viewers who started a video on iPad, about 470,000 completed it—a difference of 30 percent.4 Note that, because of differences in market share, the Android tablet data sample is considerably smaller than the iPad sample. Readers are cautioned against drawing absolute conclusions from the Android tablet numbers. VIDEOMIND VIDEO INDEX REPORT 19
  20. 20. INDUSTRY VERTICALS-(/1# Print Vertical: Hours Played by Device, Q3, 2011Tablet video views accounted for 0.29%55.1 percent of hours played duringQ3, followed by mobile views at44.7 percent. Views on connected 44.7%TV devices and game consoles Mobile Tabletaccounted for less than 1 percent of 55.1% Connected TV Devices and Game Consoleshours viewed in the print vertical.As in the TV vertical, videopublishers in the print vertical seehigh engagement levels from tablet VIDEOMIND Video Indexviewers. Unlike TV, the print verticalreflects low engagement from viewerson connected TV devices and game Print Vertical: Viewer Engagement, Q3, 2011consoles. Desktops and mobiledevices have similar engagementrates. 100% Desktop Mobile TabletInterestingly—and unlike the trend Connected TV Devices % of audience 75% and Game Consolesin the TV vertical—engagement onAndroid tablets for print companiesis on par with engagement on iPads. 50%Again, note that the small size of theAndroid tablet data sample makes it 25%difficult to draw absolute conclusions. 0.00% Watched 1/4 Watched half Watched 3/4 Completed video VIDEOMIND Video Index Print Vertical: Viewer Engagement on iPad vs. Android Tablet, Q3, 2011 100% Android Tablet iPad 75% % of audience 50% 25% 0% Watched 1/4 Watched half Watched 3/4 Completed video VIDEOMIND Video Index VIDEOMIND VIDEO INDEX REPORT 20
  21. 21. INDUSTRY VERTICALS&1./1*$,*!/" Online Media Vertical: Hours Played by Device Type, Q3, 2011Mobile devices accounted for half 4.9%the video play hours for online media,followed by tablets at 45.4 percent.Connected TV devices and gameconsoles made up the remaining 5 Mobilepercent of hours played. 49.7% Tablet 45.4% Connected TV Devices and Game ConsolesOnline media sees high engagementfrom tablet viewers, which isconsistent with other verticals. Onlinemedia had the lowest rates of desktopengagement of any vertical. VIDEOMIND Video IndexDay-of-week data for the online mediavertical shows that users watch more Online Media: Viewer Engagement, Q3, 2011video on mobile devices, connectedTV devices and game consoles onweekends than they do on weekdays. 100% Desktop Mobile Tablet Connected TV Devices % of audience 75% and Game Consoles 50% 25% 0% Watched 1/4 Watched half Watched 3/4 Completed video VIDEOMIND Video Index Day of Week and Time Watched: Online Media, Q3, 2011 Desktop Mobile Tablet Connected TV Devices and Game Consoles -30% -15% 0% 15% 30% Watched less on weekends Watched longer on weekends (% less than average time watched/day) (% more than average watched/day) VIDEOMIND Video Index VIDEOMIND VIDEO INDEX REPORT 21
  22. 22. INDUSTRY VERTICALS)&1%,*($5("1!% Consumer Brands Vertical: Hours Played by Device Type, Q3, 2011For consumer brands, the majorityof non-desktop hours played were 1.09%on tablets (53.3 percent), followedby mobile devices (45.7 percent) andconnected TV devices and gameconsoles (about 1 percent). MobileInterestingly, the consumer brands 45.7% Tabletvertical reflects some of the highestviewer engagement numbers of all the 53.3% Connected TV Devices and Game Consolesindustry segments. Relative to otherdevices, viewer engagement is loweston mobile devices, which is unique toconsumer brands. VIDEOMIND Video Index Consumer Brands Vertical: Viewer Engagement by Device, Q3, 2011 100% Desktop Mobile Tablet Connected TV Devices 75% and Game Consoles% of audience 50% 25% 0% Watched 1/4 Watched half Watched 3/4 Completed video VIDEOMIND Video Index VIDEOMIND VIDEO INDEX REPORT 22
  23. 23. APPENDIX GLOSSARY7.&%%"(2,*#(/)%$+$!*9/1/#/&1% the ratio of plays to displays. Conversion rate #$1:2&(-$%"3/(& the rate at which viewers watch a specified portion of a given video. Sometimes useD interchangeable with “play-through rate.” D-.:2/< any time a video is loaded in a browser and displayed to the viewer. J$9-2&")&,-&. all smart phones, including iOS, Android, Blackberry and all others. >2/< any time a video starts playing. I&(8($:"9$H&. this category includes a number of devices, including Wii, Playstation, Boxee, Roku and Google TV. Tablets all media tablets, including iOS and Android. METRICS & DEFINITIONS v ) an online video p ) a publisher that owns many videos v ! p ) a video owned by a publisher p S ) is a set of publishers (e.g., the TV vertical) p ! S ) p is a member of set S "(v) ) a metric " (e.g., number of plays in Q3) evaluated over video v P "S = "p ) "S is the sum of "p for all publishers p in set S p!S r(v) = "1(v)="2(v) ) r(v) is the ratio of two metrics "1(v); "2(v) rp; rS ) the same ratios over a single publisher p or set of publishers S P P rp = ( "1(v))=( "2(v)) v!p v!p PP PP rS = ( "1(v))=( "2(v)) p!S v!p p!S v!p P P #p = ( #(v) ! w(v))=( w(v)) ) a weighted sum. v!p v!p For instance, the average length of a video played weighted by the number of plays for each video, #(v) would be the length of video, and the weight w(v) is the number of plays. Since #p is a ratio, it would also be possible to determine #S for a set of publishers using the rule above. Examples Engagement is a ratio r(v) = "1(v)="2(v) where "1 is the number of times the video was watched some percentage of the way through (25, 50, 75, 100) and "2 is the number of times it was played. Some metrics are more complex. For instance, " may be the number of times a video that was of length greater than 10 minutes was watched on a tablet device. Only videos that are longer 10 minutes contribute to this total. VIDEOMIND VIDEO INDEX REPORT 23
  24. 24. CAVEATS, DISCLAIMERS, & ASSUMPTIONS Data are not aggregated across all videos or providers for vertical data, and only publishers with a meaningful amount of videos watched are included. Some publishers do not fall into any of our four verticals, however these publishers are included in global statistics. Publishers with incomplete data across the third quarter (for instance newly added publishers) have been excluded. When selecting items for inclusion in the report, Ooyala’s data science team selected metrics that were clear and meaningful. Because granular measures were broken down along many categories, a large amount of data resulted. Rather than reporting all of this data, the Ooyala team chose to highlight those measures that give a good impression for the data set as a whole. Consider viewer engagement, which can be measured in many ways. First, one could measure consider the rate at which a displayed video starts playing (conversion rate). Next, one could look at the chance a video was played 25 percent of the way through. Video completion rates of 75 and 100 percent might also provide useful insights. By including granular results, the report offers display information that is easy to understand. Alternatively, it would have been possible to construct just a single measure of engagement out of all the ones mentioned above: e.g., conversion rate x video completion rate. This would have given a simpler result that could be displayed in a single graph at the cost of being more convoluted. )"3*"#%6$!/%)."/,*(%6$+$ "%%,-#/&1% VIDEOMIND VIDEO INDEX REPORT 24

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